South Woodham shopkeepers are reporting booming Christmas trade with most set to open on Christmas Eve.

This week retailers claimed that their ability to match high street prices, a wider range of unusual gifts and friendly service were keeping shoppers in the town.

Along with the Asda superstore, shops - including Mykells flower shop, gift shop Kiss and Make-up, Toys and Tuck, Cards R Us and Ruskin Crafts have said that Christmas sales are on par with last year and possibly even better.

Sarah Skinner, owner of Ruskin Crafts said: "We are doing very, very well, probably better than last year and this week is our busiest so far.

"What we have seen is people coming back to us for things that are available in shopping centres and on High Streets and we can match their prices.

"We are opening on Christmas Eve, and as far as I know, so are nearly all of the other shops."

An Asda spokesperson said the store is just as busy as the previous Christmas. "We are on a level with last year.

"Our busiest day will be on Saturday with people buying last minute bits and pieces."

Mark Edmonds, manager of the recently opened music shop, Moozik, believes the small-scale nature of the town centre offers better service and goods.

"It's a small town, much different to a high street and we can offer the personal touch.

''Smaller shops mean staff tend to have a better knowledge of stock and are therefore more helpful. Shops here also try to do the more unusual stuff you just don't find on a high street," he said.

And plans are already in place to keep business rolling well into the new year.

The first move will be a leaflet featuring a map of the town centre, along with details of shops, services and pubs, which will be distributed to all houses in the early part of the year.

By Katy Fisher

Reporter's e-mail: katy.fisher@essex-chronicle.co.uk

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