Aggressive marketing has enabled Direct Golf UK to buck the sluggish trend in British retailing over the festive season, with record sales for the quarter until the end of December. Direct Golf UK reached particularly impressive sales with its online store in the quarter, which is the start of its fiscal year. The company sent out emails to more than 1 million new contacts ahead of the holidays, and more than 220,000 golfers received its catalog. Direct Golf UK's management also attributed its growing sales to its full guarantees, customer service and low prices. Direct Golf UK's online sales shot up by 58 percent for just one week in the middle of December, when it dispatched more than 6,000 parcels. The retailer has been expanding rapidly from 12 to 21 stores in the last three years and it has yet more opening plans for this year.

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