Christmas sales rise for Booths The company is still owned by the Booth family despite regular speculation that it is a takeover target for Waitrose, which has a minimal presence in the north west. Edwin Booth, chairman, said the retailer enjoyed an increase in demand for alternative Christmas dinners. Sales of venison grew, while Herdwick mutton increased 38pc and three-bird roasts 65pc. Booths released a 180-page book before Christmas previewing its festive range and enjoyed a 22pc increase in pre-order sales of key foods. Mr Booth said: "Customers care about quality and provenance at Christmas - they want to know they are buying the best, they want something exceptional to serve, made by someone who cares about the food they produce. Sales of premium turkeys and geese were robust. People come to Booths for the best, they trust our quality and our commitment to find the very best suppliers that are producing exceptional food. We made it easier to order online and collect in advance of the Christmas Day. The 6pc increase in like-for-like sales excluded fuel and VAT and was for the 21 days to January 4