SHOPPERS in the town say Marks & Spencer is on the up because it's providing what customers want.

Their comments follow the news that the store is celebrating a surge in sales.

Sales at the store between October and New Year's Eve are up 5.6 per cent on the same period the year before. And people in Regent Street who had been in the store yesterday said they were pleased the shop is back in favour with high street shoppers.

"I've always shopped in Marks' because you now what you're going to get whether you buy clothes or food," said Betty Smithson, 67, of West Swindon.

"A few years ago I think the shop tried to be something it's not, to get new customers. But now it's back giving us what we always liked and that's why it's doing so well again."

Sam Rogers, 26, of Oakhurst, said: "There's nothing in there that's really amazing but it's a reliable shop, which is what people want for everyday shopping."

The salesman added: "I think the adverts, particularly the ones for the food that are on the TV, do a lot to grab attention and that must be reflected in the sales."

Demand for clothing has been boosted by the James Bond-style Christmas TV advert featuring Shirley Bassey and 1960s fashion icon Twiggy.

"I love their clothes because if you just want good underwear or something a bit more special then you know you can get it," said Annie Kelley, 35, a mum, who lives in the town centre.

Jane Lomax, 44, a sales assistant of Liddington, said: "I don't regularly shop in Marks and Spencer but I do like the quality of clothing they provide."

Debbie Toomar, a 43-year-old marketing co-ordinator of Abbey Meads, said: "I enjoy shopping in Marks and Spencer's because the food ranges and low fat ranges are excellent."

Sixteen-year-old student Amy Bartlett, of Stratton, said: "I think the shop has gone back to traditional values.

"Most people actually shop there because they feel familiar with the shop and that's why it's so appealing to people."

City stockbrokers have forecast M&S to post pre-tax profits of £960m for the financial year ending in March and £1.02bn next year, compared with £751.4m last year.

M&S last made profits of £1bn in 1998 but the figure dived to as low as £145.5m in 2001 as customers said they were put off by dreary clothes and depressing stores.

Marks & Spencer boss Stuart Rose finally toasted a "recovery'' at the high street chain.

M&S posted a sixth successive quarter of growth with same-store sales 5.6 per cent higher in the key period between October and December than they were 12 months earlier.

"We have now delivered growth on growth in all areas of our business, thus completing the first part of our recovery plan,'' he said.

The turnaround at M&S has seen its share price soar from just 343p two years ago to an all-time high of 736.5p earlier this month.

l It's not all festive gloom: See business, page 25