Woolworths, the high-street store that provides confectionary, clothes and party items, has announced that it expects sales to increase in the run-up to the festive period.
The retailer reported pre-tax losses of £66.8 million for the first half of the year, but indicates that it is expecting a boost in sales leading up to the Christmas party season.
Supermarket sales, the internet and specialist stores have been cited as reasons for the company's downturn in sales.
However, with plans to redirect its focus on children and celebrations in the coming months, by selling party items and traditional festive material, the retailer aims to take a turn for the better.
Mr Bish-Jones said: "At this time of year it always looks like we have a mountain to climb, but we usually just about get there."
"It was a difficult first half for Woolworths but it is still all to play for in the second half," he added.
Woolworths has also indicated recently that it intends to concentrate on its online sales.