Sales continued their seasonal surge at Waitrose last week (to December 13), with shoppers stocking up on festive fare. Provisional divisional sales, excluding petrol, grew 7.3% compared with last year.
The grocery chain’s personnel director Helen Hyde said: “Customers were placing their Christmas orders for collection and were certainly pushing the boat out.”Organic whole turkeys saw demand jump 46% while butter-basted and double-stuffed turkeys saw 47% and 53% increases in orders, respectively.
New for this year, the Heston from Waitrose Ultimate Chocolate Bar frozen dessert saw sales soar 65% compared with Heston frozen desserts last year. Waitrose buyers have increased orders by 80% to match customer demand right through to Christmas.
Premium puds have been hot favourites too. Demand for the Waitrose Richly Fruited Christmas Pudding with Rémy Martin Champagne Cognac rocketed 43.5% on last year while stollen sales doubled and Christmas cakes jumped 27%. Indulgent desserts were also a favourite, with Waitrose’s frozen range, such as its chocolate praline entremets, up by 14%, while a quarter more cheesecakes were bought for the festive season.
Finally, customers were decking out their homes with festive touches, helping wreath sales rise 13%, while tags, cards and wraps were in demand, up 20%.