Total sales excluding fuel were up 0.6% for Waitrose last week (to Saturday November 5).

Firework night fuels sales at Waitrose

Total sales excluding fuel were up 0.6% for Waitrose last week (to Saturday November 5).

The supermarket chain’s personnel director Helen Hyde said sales were driven in part by 2.8% uplift in wine and champagne, as customers took advantage of a promotion offering a 25% discount on six bottles or more.

Bonfire night also influenced shoppers, as firework sales rocketed 35% and sausages proved a popular ‘fireside’ snack with sales up 31%.

And as the colder weather took hold, sale of warming foods showed strong growth with hot pies up 13% and bacon up 9.6%.

Helen added that more seasonal weather also prompted customers to turn their thoughts to festive preparations, with gift wrap up 33%.

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