TRADERS feared the worst in the run-up to Christmas as slow levels of consumer spending prompted concern about profits. So how did it go? As the sales rush began to slow down, we re-visited seven town centres in East Lancashire to find out whether the tills are full. ANDREW TAYLOR reports. . .

SOME of East Lancashire's retailers feared they would have one of their toughest trading years to date last year after claims that festive shoppers were becoming more cautious with their cash.

But despite the downside in some areas many businesses reported their cash registers carried on ringing during the seasonal sales.

According to the British retail Consortium (BRC) an extra £10 billion is usually spent in December compared to any other month and the Christmas period can account for 40-60 per cent of a larger retailers' turnover.

But traders' bosses in the region reported Christmas buying was slower this year than in previous years - a trend some expect to carry on in 2005.

Others can't seem to put their finger on the reasons but believe it is a lull in shopper confidence.

In fact according to research from Yorkshire Bank scores of Brits intending to buy big in the January sales will actually end up paying way over the the original price for their 'bargains' because of a growing willingness to 'put it on the plastic'.

They say people are failing to realise the real costs behind the different ways they choose to fund their purchases.

However, it hasn't all been bad news. Toy shops and jewellers are thought to have had a better Christmas in 2004 claiming Britain was witnessing a resurgence of the 'traditional present'.

David Southwell, BRC director of communications, said: "2004 seems to have been the year of the comeback of the traditional present with champagne, chocolate, jewellery and fragrances for both men and women all performing well.

"Even the humble slipper seems to have had a good Christmas this year with retailers reporting much stronger demand than has been seen during the last five years. The nostalgic and retro feel in Christmas presents has also extended to the toy market where board games, Tamagotchi, Transformers and even Cabbage Patch Kids all making a strong showing.

"On the technology front iPods and other MP3 players, DAB radios and Freeview boxes have all performed well with reported shortages on some of the most popular models."

BLACKBURN

RAYMOND Goldstone, president of Blackburn Chamber of Trade and a market trader, said: "The market probably got its fair share, I suppose, with shops offering decent bargains and seeming to just about hold on to their customers all right.

"The market was fairly comparable with the rest of businesses, but there is no doubt about it, business on the whole has been slower. People are being more careful with money as interest rates go up, but if you offer people a good return you will get customers.

"Everybody knows what the situation is now and we just have to try to keep morale up."

Phil Ainsworth, of Ainsworth & Sons Jewellers, Darwen Street, is on the committee of the Blackburn Town Centre Partnership. He said: "Trade went well in December and we were happy with the way things went.

"However, it's been a tough year and it will also be a tough 2005.

"There are a lot of external factors responsible for slower trade throughout the country. But looking forward to next year there are a lot of exciting plans for the town centre."

DARWEN

JOHN Brown, manager of Boots in Darwen and chairman of the Darwen Town Centre Association, said business had been good in the town between Christmas and New Year and hoped this was sign of things to come.

He said: "Generally, business has been pretty good during 2004 in Darwen. It has been as good as other towns in East Lancashire and I have had no feedback from other retailers to say anything different.

"We have had quite a few new businesses, including a nice shoe shop, which is promising for business and the town centre.

"It would appear we had a reasonable Christmas and at Boots we were very busy between Christmas and New Year, much busier than last year.

"I am very optimistic about business and retail in Darwen this year. It now has market town status and there are exciting times ahead with the introduction of the Darwen Town Centre Strategy and the Darwen Academy. All these things should give us a boost and I foresee a very food future."

Despite a slow start to the Christmas shopping, town centre retailers said they had a busy last week before Christmas which continued through to the New Year.

CLITHEROE

SIMON Dawson, director of Dawsons department store, King Street, said their takings are up on last year's figures.

He added: "We were open for most of the festive period, apart from Christmas Day, Boxing Day and New Year's Day, so we have done pretty well.

"We start our January sales tomorrow and I expect this year to be steady.

"People are wary of interest rates and house prices, even in the Ribble Valley, are slowing down. Consumer confidence isn't as high as it was maybe six months ago and as a result they are always looking for offers.

"But Clitheroe usually performs better than other towns as we are in the heart of an area that has very low unemployment and that plays a part in spending power."

Julie Watson, secretary of Clitheroe Chamber of Trade, said most of the town's shops only re-opened yesterday.

She added: "It's too early to tell as most of the town has been shut over Christmas and New Year.

Most shops have got signs up advertising sales now, so things will pick up quickly.

"After the rush before Christmas it's nice for the town to get back to some kind of normality."

RAWTENSTALL

JAN Shutt, the owner of Rawtenstall's designer clothing store Sunday Best, in Bank Street, said sales rocketed in the last three weeks of December.

She added: "The first week in December was a bit slow, however it soon picked up after that.

"The final three weeks were extremely busy and sales figures were up on last year.

"The thing I found sad this year was the amount of high street stores that went into sale pre-Christmas.

"We wouldn't have done that as I spend six months travelling Europe to find beautiful clothing that is sold leading up to Christmas.

"We try to make the whole experience very special as we giftwrap clothing using gift boxes and ribbon featuring our logo which makes it look rather special under the tree.

"It also makes it easier for people, especially men, who are not particularly organised and tend to leave their shopping to the last minute."

She added: "When our sale started after the Bank Holiday we had queues of people waiting outside which was good to see, but I suppose there's a bargain hunter in us all."