Waitrose shoppers are getting prepared for the festive season, with total divisional sales excluding petrol for last week (to November 14) up 4.7% on last year.

Christmas in the air at Waitrose

Waitrose shoppers are getting prepared for the festive season, with total divisional sales excluding petrol for last week (to November 14) up 4.7% on last year.

The grocery chain said this performance was due in part to a Christmas direct marketing campaign. Online sales were 26.1% higher than last year, following a promotion.

The festive feel was apparent with advent calendar sales up 11% on the same week last year and Christmas snacking seeing a 14% rise. Winter tipples fared well with imported whisky sales increasing 17.5% year-on-year, while vermouth and liqueurs sales rose 14.6% and 10.6% respectively.

Waitrose personnel director Helen Hyde said: “Foods high in protein had a good week, with chicken up 6.5%, pre-packed fish up 18% and cheese counters reporting an 8.6% increase. Fruit also performed well with frozen fruit up 33%, soft fruit up 9% and pears up 4%.

“And with the blustery weather taking hold in large parts of the country, winter warmers continued to be popular with sweet potato up a substantial 32% on the same week last year, soups up 7%, frozen pizza up 8% and pasta on the rise by 7%.”

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