Total sales (excluding petrol) at Waitrose were £140.7m in the week to March 30, representing its biggest sales week ever outside of Christmas, as shoppers stocked up with Easter treats for the long weekend ahead.

Waitrose reports biggest ever week outside Xmas

Total sales (excluding petrol) at Waitrose were £140.7m in the week to March 30, representing its biggest sales week ever outside of Christmas, as shoppers stocked up with Easter treats for the long weekend ahead.

Waitrose reports biggest ever week outside Xmas

This figure represents a 33.9% sales uplift when compared to the same week last year and a 14.8% increase when compared with Easter 2012.

Waitrose.com also had a record breaking week with sales up 57.8% when compared to the Easter week last year as shoppers appreciated the option to shop from the comfort of their own home in the unseasonably chilly weather.

The upmarket grocery chain enjoyed strong sales of Easter confectionery and hot cross buns (with richly fruited buns in particular flying off the shelves). Customers kept to Good Friday tradition as service counter fish was up 66% year-on-year and for Easter Sunday, pre-packed lamb had its best week on record.

Meanwhile, Waitrose supply chain director David Jones said: “Easter cookie cutters were a must-have after being featured on ‘The Great British Bake Off Easter Masterclass’, as Paul Hollywood and Mary Berry used them to prepare Easter shortbread.”

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