Customers gearing up for Christmas helped total sales (excluding petrol) rise by 4.2% for Waitrose in the week to November 15.

Waitrose customers start festive countdown

Customers gearing up for Christmas helped total sales (excluding petrol) rise by 4.2% for Waitrose in the week to November 15.

Waitrose customers start festive countdown

The supermarket chain’s Christmas advertisement, which has a gingerbread-making theme, seems to have inspired home bakers as sales of ginger rose 17% on last year and cake decoration by 15%. In addition, mincemeat sales grew by 60%. More than 150 branches are providing free in-store gingerbread icing stations to encourage children to try baking.

Stationery sales, including cards and wrapping paper, climbed 12%, while Christmas cracker sales were up 15%. Customers were stocking up early on tipples, too, with port sales up 15%.

Waitrose’s range of Christmas sandwiches is now available and sales of the turkey, bacon and cranberry sandwich saw a huge uplift of 50%. Elsewhere, hot meat pies were in demand with sales up 50% and the Waitrose Indian ready meal selection had its best week ever: up 64%.

Waitrose finance director Tom Athron added: “Salisbury’s new-look Waitrose Food & Home store, featuring our second cookery school, also reopened last week – with sales exceeding all expectations.”

Check Also

Dunelm launches in-store textile recycling scheme as part of commitment to sustainability

Homewares retailer Dunelm has rolled out out a textile recycling scheme in 10 of its …