Home baking up 77% at Waitrose

Total sales excluding fuel for Waitrose were up 1% last week (to February 13), with trade driven by seasonal celebrations.

Shrove Tuesday brought a 77% increase in sales of home baking as shoppers bought ingredients to make their own pancakes.

Online flower sales rose by 28% and in-store gifts were up 35%, thanks to Valentine’s Day.

Waitrose finance director Loraine Woodhouse added: “Counter sales of meat grew by a very strong 67%, while Chinese New Year celebrations also meant that Oriental food sales increased by 60% this week.”

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