Poundland sales jump on sales of cards and chocolate

Poundland it sold more than 24.5 million Christmas cards and one million advent calendars

Poundland, Europe's biggest single-price retailer, saw sales rise 5.9% in the five weeks to January 1 after strong demand for its low-priced goods.

The business said it sold more than 24.5 million Christmas cards and one million advent calendars.

It also said Toblerone and boxed Malteser chocolates sold well, with four million triangular bars and 3.1 million boxes sold respectively.

Poundland has 382 stores and opened 50 in the past year.

The chain, which is owned by Warburg Pincus, sells a range of 3,000 products.

Branded goods from Cadbury, Procter & Gamble, Colgate and Nestle are on sale at a price of £1.

Many retailers struggled over Christmas. While official retail sales figures were 2.6% higher than for December 2010, shopkeepers had to cut into their profit margins to tempt shoppers.