The supermarket chain’s finance director Ross Avery said: “Last week we launched our joint Christmas advert – Excitable Edgar – with [sister company] John Lewis with all Edgar merchandise performing really strongly, particularly the Edgar chocolates and cupcakes.
“As Christmas kicks into full swing, entertaining orders are up 53% with Christmas cheese sales up 100%, seasonal meats up 57% and gammon up by 50%. Customers are getting prepared even earlier this year with turkey orders up 41% compared with the same week last year.
“Our 25% off 6 bottles of wine and fizz performed very strongly, with sales up 8.5%. Bourbon also had a strong week with sales up 35% and malt whiskey also proved popular.”