High street giant WHSmithstores reported its highest sales figures in 14 years. Also, data shows 8% rise in annual profits. It is massive success for this retailer. What’s been behind the strong performance of WHSmith? firstly, selling not only reading material secondly, growing demand for food and drink on-the-go also, separating its travel and high street stores with different stocking priorities traveling stores, found in airports and rail stations, now stock over 50% food, drinks and confectionery affordable food options, cheaper than for example M&S etc. popularity of its tasty meal deals also, this retailer teamed up with Zoella, one of the most popular and high profile YouTubers, to launch a brand new book club. It was very exciting move. in addition, increasing brand awareness and driving sales also, this retailer has managed to capitalise on the recent trend for the digital detox – a reaction against the often all-consuming nature of modern technology the popularity of bullet journals and other non-digital productivity methods could also be behind the surge. Despite sales of colouring books waning slightly in the last quarter, the retailer has still seen strong stationery sales. By noticed need for convenience and partnering with social influencers, WHSmith has managed to satisfy the changing needs of consumers.