LITTLEWOODS and Very parent company Shop Direct today said sales grew 5% over Christmas as snowed-in shoppers ordered from home and rushed to snap up winter warmers.

The home shopping giant, which also owns Woolworths.co.uk, said the snow and freezing conditions helped it in the run up to Christmas, with record online trading in the first week of December as consumers shunned the high street.

The group also saw strong demand for cold weather clothing and shoes as it improved its sales in the six weeks to December 31.

Sales of knitwear soared 70%, while Shop Direct sold 40% more jackets and coats over the festive period.

Website sales saw double-digit growth, with 70% of the business now traded online, while overall orders peaked at 8,000 in one hour on its busiest day on December 6.

However, sales growth was marginally lower than the 6.3% rise seen the previous Christmas.

Shop Direct chief executive Mark Newton-Jones said: "We saw clothing and footwear do well, but did not see strong demand for the ’big ticket’ items - we did not see people bring forward purchases to beat the VAT rise".

Shop Direct said the sales period had started well, with growth of 10% over Christmas Day and Boxing Day and stock clearance rates ahead of last year.

It delivered one million toys over Christmas and 250,000 dresses over the festive season, boosted by demand for new fashion ranges seen on Very.co.uk and promoted by celebrities Holly Willoughby and Fearne Cotton.

Sales rose 36% at Very.co.uk, although the group did not split out the performance of brands including Woolworths, which was bought out of administration in February 2009.

Consumer caution over high priced items such as flat screen televisions and fridge freezers is likely to continue over the year ahead, according to Mr Newton-Jones.

Inflation will also bear down on shoppers this year, with Shop Direct expecting to increase prices by 6% to 8% year-on-year for its spring and summer ranges to combat soaring commodity prices and the VAT rise.

The group is extending ranges by around 30% despite the tougher retail climate and has launched a new fashion brand, called isme, aimed at mature women.

TV’s Loose Women regular and actress Lynda Bellingham has been signed up as the face of the new brand.

Shop Direct reported losses of £21 million in the year to April 30 - down significantly on the £114 million the previous year.

It hopes to return to annual profit this financial year as it invests heavily in fledgling brands such as Very.co.uk - launched in July 2009 - and after cost cutting and job losses.

Restructuring efforts have seen the group close a number of telesales call centres in recent years as part of a shift to online sales.