Colouring craze lifts WH Smith

A COLOURING book craze for adults have helped send shares at WH Smith nearly 6pc higher.

Sales of the books began to rise in June and peaked in the run-up to Christmas as many found them the perfect gifts for stressed out family and friends.

Chief executive Stephen Clarke said promotions in stationery, its expansion of shops in airports and railway stations and the colouring ‘phenomenon’ led to its better than expected trading.

For the 20 weeks to January 16 sales at stores open more than a year rose 2pc while in the five weeks to January 2, sales at its high street shops also rose 2pc.

The sales increase will mean its full year profit will be better than expected and broker Cantor Fitzgerald raised its profit forecast to £127m, up from £125m. Shares rose 92p to 1680p.