Waitrose sales for the week to July 28 were boosted by the long-awaited sunshine and a celebratory atmosphere across the country.

Waitrose shoppers scream for ice cream

Waitrose sales for the week to July 28 were boosted by the long-awaited sunshine and a celebratory atmosphere across the country.

Waitrose shoppers scream for ice cream

The grocery chain’s sales rose 13.6% to £113.69m thanks to the hot weather, which encouraged outside gatherings over the weekend, and resulted in “particularly strong sales of anything that can be enjoyed chilled in the garden”, according to Waitrose personnel director Helen Hyde.

Sparkling wine sales were 75% higher than last year, while rosé wine sales soared 91% and Pimm’s rocketed 116%. Waitrose also had its biggest ever week of ice cream sales, with sales up 55%. Many gathered for barbecues and alfresco parties, with barbecue meat sales 78% up on last year, salad sales 48% higher and quiche sales 41% higher.

The retailer also benefited from the Olympic effect: sales of its Food to Go range doubled at the Westfield Stratford City branch, which saw sandwiches and snack sales purchased by The Games spectators double over the weekend.

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