The company behind Supercheap Auto, the Rebel sports brand and the outdoor chains BCF and Macpac is crediting smart holiday promotions for helping it boost sales despite the rising cost of living.

Super Retail Group revealed on Monday that sales across the group were up 3 per cent in the six months to December 30, compared to a year ago.

Sale-store sales were up 1 per cent.

The company said it expected to announce $2 billion in first-half revenue and profit before tax of between $200 million and $203 million, subject to audit review and finalisation.

The buoyant period was driven by Supercheap Auto and BCF (Boating, Camping and Fishing), where same-store sales were up 3 and 2 per cent, respectively.

By contrast, sports retailer Rebel underperformed during the half, with its comparative sales down 3 per cent.

Group chief executive and managing director Anthony Heraghty said well-executed promotions during the end-of-year trading period delivered revenue growth that translated into strong first-half earnings.

Cost of living pressures on the consumer did lead to a more constrained retail trading environment at the end of the second quarter, he said.

“Despite this, our customer proposition and the resilience of the lifestyle and leisure categories in which we operate underpin our performance in challenging economic conditions where consumers are sharpening their focus on value,” Heraghty said.

At 1pm Monday, Super Retail Group shares were up 6.1 per cent to an all-time high of $16.77

-AAP