Total sales for Waitrose were 4.6% higher than last year -excluding petrol - for last week (to 7 June);

Waitrose shoppers treat their dads

Total sales for Waitrose were 4.6% higher than last year -excluding petrol – for last week (to 7 June);

Waitrose shoppers treat their dads

According to Waitrose marketing director Rupert Thomas, colder weekdays were followed by a hot weekend for much of the country, with many people taking the opportunity to get out in the garden.

Sales of meat increased by 20% on Sunday as people fired up the barbecue, with 29% more sausages sold and 91% more of the groccery chain’s speciality barbecue meat ranges.

Waitrose buyers predict this week will be one of the biggest ever for barbecue meat sales if the warm weather continues, with many people choosing an outside gathering before watching England’s first World Cup match tomorrow. Waitrose is also seeing other hot weather sales trends. Last week these included sushi and salads – up by 15% – and ice cream, which sold 52% more on Sunday than this time last year.

Ahead of England’s first Group D match against Italy, sales of England flags and mugs are starting to build – as well as customers stocking up on easy food like frozen pizzas, which are 30% up.

And with Father’s Day taking place this Sunday, many people are choosing a bottle of spirits as a treat for Dad. Top sellers include imported whisky, which was up by 50% last week. But a newly popular option this year is brandy, with sales up by 46%, and Cognac by 73%.

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