The supermarket group’s supply chain director Wim Van Aalst said: “Customers are already entering into the Christmas spirit and preparing for lots of feasting with Christmas baking products doing well. Customers are also getting ready to host friends and family over the festive period, as party food was up 13% and turkey orders were up 35%.
“Our ‘Excitable Edgar’ merchandise [based on the dragon character in the retailer’s Christmas TV advert) is still proving popular, with the book, cupcakes and gingerbread biscuits all still selling well.
“And with the cold weather setting in, customers looked for comforting food with sales of premium ready meals up 5.8%.”
Last week Waitrose & Partners joined forces with department store group John Lewis & Partners to launch a trial in Lincoln to give shoppers more access to the products and services of the John Lewis Partnership (which owns and operates both retailers), through staff-led events. Experiences include barista workshops, fashion and style talks, photography courses and wine tastings.
Waitrose party food