MUMBAI: With online retail sales booming this Christmas, UK pubcaster The BBC's own retailer, bbcshop.com is already reporting a 40 per cent increase in sales compared to the same time last year – with Shakespeare leading the way.

The number one bestseller by value of all titles on the site so far is the BBC Television Shakespeare Collection on DVD. Titles that have done well during the past month include the 10th anniversary DVD of Pride & Prejudice; the audiobook version of Radio 4's This Sceptred Isle: Empire; and Alan Titchmarsh's Christmas anthology book, Fill My Stocking.

Toys are selling well too. Number one on the toys bestseller list is the Doctor Who mini interactive radio-controlled Dalek with the Doctor Who electronic sonic screwdriver a close second .

A banner on the bbc shop homepage takes users straight to the Christmas Gift Department which offers reasonably priced gifts at all prices. The shop also runs a gift-wrapping service and orders are despatched immediately, with 98 per cent arriving at their destination on the next working day.

There are some price promotions for Christmas this year, including classic BBC costume drama DVDs on offer at up to 50 per cent off, and a buy one get one free offer on selected Doctor Who DVDs. The BBC online shop carries 4,000 items published by both BBC Worldwide and other publishers of broadcast-related roducts.