Sporting events drive sales at Waitrose

Total sales excluding fuel were up 2.1% for Waitrose last week (to July 9), with sales driven by a weekend of sporting spectacle.

The supermarket chain’s marketing director Rupert Thomas said tennis and football finals helped drive sales of sparkling wine, which were up by 27%, with champagne seeing an uplift of 19%.

He added that parents getting ready for summer holidays splashed out on outdoor toys for their children, with sales up 132% – helping sales in the home and non-food range climb by 7.9%.

Shoppers also put more fresh fruit and vegetables in their baskets, with total fresh produce sales up by 4.6%.

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