Waitrose’s sales figures for last week (to March 14) were boosted by the early fall of Mother’s Day, which resulted in divisional sales, excluding petrol, increasing by 7% compared with last year.
Shoppers prepared to treat their mums with pampering presents, including bath and body gifts and premium toiletries, which were up 54% and 56% respectively, compared to last year. Sales of sparkling wine fizzed, too, up 13%, and pre-packed cake sales increased by 13%. Desserts also had a strong week, up 16%.
The upmarket grocery chain also saw record sales for Mother’s Day cards and flowers. Cards were up 12% on last year and flower sales were up 25% while houseplant sales grew by 34%.
Those preparing for a weekend of sport, including the Australian Grand Prix and Six Nations rugby, stocked up on easy-to-prepare meals. Frozen ready meals topped 8% and soup sales increased by 17% year-on-year.
Waitrose supply chain director David Jones added: “With Easter around the corner, customers have already been enjoying hot cross buns, with sales rising by 30%.”