A lengthy line of customers was yesterday waiting, gift in hand, at Brisbane Street's Embellish.

Store owner Natalie Brown said their Christmas sales this year saw an increase of about 10 or 15 per cent compared with 2012 _ which saw a similar increase from 2011.

``Our website has been a major part of our sales as well this year, we've made more than $40,000 through it,'' Ms Brown said.

She said it was a high standard of customer service that brought return customers into the store.

``We'll spend the same amount of time with a customer here, whether they're spending $20 or $200,'' Ms Brown said.

She said the early start to Christmas this year was partly responsible for their successful preparations.

``Because things started picking up so early, we were able to get a lot more stock in,'' Ms Brown said.

She said it was encouraging to see Launceston full of so much activity this year.