Waitrose expects bigger Stir Up Sunday sales this year

Sales of baking ingredients and utensils are soaring at Waitrose as customers prepare for Stir up Sunday.

The supermarket chain has revealed that this Sunday (November 20), more of its shoppers than ever will be armed with wooden spoons and preparing for Stir Up Sunday, as sales of festive baking ingredients have soared.

Stir Up Sunday is a festive British tradition which falls on the last Sunday before Advent and sees families start to make their festive puddings.

As the nation prepares, recipe searches for ‘Traditional Christmas pudding’ are up 75% and sales of sultanas and currants are up 46%, Waitrose said.

Other traditional Christmas pudding ingredients are also seeing an increase, with suet up 327% and plain flour by 62%.

As customers make their festive boozy puds, sales of Orange Liqueur are up 10%, as well as Cognac, which has seen an increase of over 8%.

Waitrose baking buyer Tim Shaw commented: ‘Stir Up Sunday is a wonderful tradition and for many, it signals the start of the countdown to Christmas.

“We’re really looking forward to helping our customers create delicious Christmas puddings. Programmes such as ‘The Great British Bake Off’ have reignited the nation’s love of baking, so we’re expecting Stir Up Sunday to be bigger this year as hosts aim to impress with homemade show-stoppers.”

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