Total divisional sales excluding fuel were up 2% last week (to April 23) at Waitrose.
The supermarket chain’s finance director Loraine Woodhouse said the launch of its new TV advertising campaign appeared to have had a positive effect on sales.
“With the campaign focusing on our agricultural credentials, service counter meat and fish sales rose by 12%,” she said.
She added: “Warm spring weather is still evading the UK, so shoppers were brightening up their homes with plants and flowers.” Sales of horticulture grew by 11%, with cut flower sales up by 20%.
Loraine continued: “Customers were making the most of Waitrose specialist shops online last week, with sales overall up 45% year-on-year.” Waitrose Florist sales climbed by 15% and Waitrose Cellar saw sales soar by 53% compared with last year.
The Queen’s birthday celebrations and the launch of Waitrose 1 products had a positive effect on cake sales, which increased by 11% last week.
Star: this cow, from a dairy farm near Newbury that supplies milk to Waitrose, takes centre stage in the ad campaign