MINEHEAD traders have been ‘rock-in’ around the Christmas tree’, celebrating better sales this season than the same time last year.

West Somerset Railway broke a record for its festive services – the Santa Express and the Santa Special took 10,023 passengers on journeys through the Quantock Hills this Christmas.

"This is the first time in the railway’s history that we have broken the 10,000 passenger mark and it is marvellous!" said Paul Conibeare, General Manager at West Somerset Railway.

"It shows the tourism industry around here has recovered well after the floods at the beginning of the year.

"People thought that Somerset was shut for business then."

The Beach Hotel celebrated its first Christmas under the ownership of the YMCA Somerset Coast and enjoyed a very busy season.

"We closed for a few days actually on Christmas but we had guests leaving on Christmas Eve and arriving on the day we opened," said Dave Jackson, manager at The Beach Hotel.

"It’s been going really well and it’s really busy and we are just beginning to plan things for 2015!

"Isn’t it crazy that we’re already thinking about this time next year!"

Andy Priddy, owner of Priddy’s Photo Shop & Studio, estimates an increase of 25% this year on trading over the same period last year.

"We have done so much better compared to last year," said Andy. "It’s just been so busy!"

The shop on Friday Street, Minehead, saw a "massive" increase in canvas printing and professional camera equipment.

"I think it’s because photography has become really popular and it can link to whatever interests you have."

Pauline Spink, owner of Under the Rainbow Bookshop in Minehead, said her sales were slightly up from the Christmas season last year, and similar success was marked at Sally’s Vintage Chic.

Chairman of the Chamber of Commerce, Graham Sizer, has attributed this to retail seminars and "optimism" but points out that tourism trade still "lags".

He said: "In general there has been a little more optimism throughout the year and especially in the core area of the town.

"For the specialist retailer and those who have embraced on-line selling things are looking up but to attribute growth to just one reason would be too simple.

"Retail seminars throughout the year have definitely helped those who took selling tips home and are now using them.

"Holidaymaker spend still lags. Visitor numbers in general have been flat.

"Hopefully with the floods of last year now fading in visitors’ minds, things will be better in 2015."