The Ballarat Chamber of Commerce conducted a telephone survey of approximately 60 members on Friday and Monday to establish retail trade trends in the Christmas period this year as compared to the same period last year.

The businesses covered included pharmacies, gift shops, florists, clothing stores, hardware stores, photographic supplies, restaurants, food outlets, liquor outlets and major shopping centres.

Despite some caution, the vast majority of members were optimistic, believing that this Christmas would at least equal last year's result.

Results from the survey included:

* 10 per cent of members surveyed stated that on current trends, they expected an increase of 10-15 per cent in turnover over last year.

* 30 per cent expected an increase of five to 10 per cent, and 55 per cent predicted they would at least equal if not slightly exceed last year's turnover.

* Less than five per cent of members surveyed believed their sales would be lower than for the same time last year.

* The figures indicate an average growth of anything up to nine per cent in pre-Christmas sales this year.

The chamber said the unusual weather that Ballarat experienced in the early part of December had ''certainly'' impacted heavily on shoppers.

The result was a last-minute rush towards the end of the last week with many members saying they had been inundated with shoppers.

Chamber chief executive officer Andrew Stretton said: ''Given these circumstances, growth of this level would be an excellent result for Ballarat retailers.''

Big W store manager Jamie Ziebarth said the response to the store's first Christmas in Ballarat had been ''very warming and very positive''.

''The people of Ballarat have clearly embraced the store and this is the first of many successful Christmases for Big W in Ballarat,'' he said.

The proprietor of Le Kitchen, and Ballarat Retail Traders board member Leslie Mullany said the shop had had its best Christmas in nine years