Unseasonal sales trends at Waitrose

Total divisional sales excluding fuel at Waitrose were up 1.4% last week (to April 30), as the unsettled weather drew out some unseasonal trends.

The supermarket chain’s commercial director Mark Williamson reported that the cold start to the week saw shoppers turn to comfort food instead of barbecues ahead of the Bank Holiday weekend. As snow fell, sales of hot pies, meat joints and gravy soared, while sales of opaque tights rose.

However, with the weather at the end of the week taking a turn for the better, thoughts turned to spring and sunshine with sales of flowers on Waitrose Florist up 25% and fresh produce up 4.2%, as customers enjoyed salads and soft and prepared fruit.

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