Total divisional sales at Waitrose - excluding fuel - were up 7.2% last week (to July 23), as customers stocked up on products to help them cool off in the heat.

Record outdoor living sales for Waitose

Total divisional sales at Waitrose – excluding fuel – were up 7.2% last week (to July 23), as customers stocked up on products to help them cool off in the heat.

The supermarket chain’s personnel director Helen Hyde said that as the mercury rose, shoppers bought a record amount of ice cream, with sales up 74% during the week.

Within that, sales of children’s lollies were up 166%, choc ice sales grew by 71%, sales of ice cream cones jumped 75% and sorbet sales leapt 283%. Frozen fruits were up 39% and frozen desserts increased by 35%.

She added that parched customers quenched their thirst by picking up beers, wines and spirits with sales up 16.9%.

Sales of Pimm’s grew 63%, rosé by 54% and sparkling wine by 93%. Sales of freshly squeezed juice were up 61%, iced coffee increased by 50%, and ice was up 140%.

Helen noted that unsurprisingly, customers made the most of the great outdoors with Waitrose’s outdoor living category also seeing a record week, with sales up 65%. Sales of charcoal rose 120%, outdoor toys by 300% and sales of BBQ meat were up 45%.

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