Sunny weather, football and royal celebrations boost Waitrose’s weekly sales

Total sales – excluding fuel – for Waitrose were by 5.1% last week (to June 11),  with sales drivers including a 10.8 % uplift in Fresh Produce and growth of 20% in beers and ciders.

The supermarket chain’s marketing director Rupert Thomas said trade was boosted by warm and sunny weather for much of the week, plus the build-up to the start of the Euro Football Championships and celebrations for the Queen’s 90th Birthday.

He commented: “The warmer weather offered the perfect excuse to enjoy the outdoors, with ice cream sales driving a 10.5% uplift in the frozen category. Those choosing to stay in to experience the beginning of Euro 2016 opted for quick and easy dinner choices, with pizzas up 10% and Indian ready meals performing well. Premium food was also on the menu with the recently launched range, Waitrose 1, continuing to perform well.”

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