Waitrose weekly sales bolstered by Valentine’s Day

Total sales excluding fuel for Waitrose last week (to Saturday February 18) were 7% higher than last year.

The supermarket chain’s IT director Mike Sackman said this result was influenced in part by Valentine’s Day (February 14)  falling on a Tuesday this year compared with Sunday in the corresponding trading week in 2016.

Traditional Valentine’s gifts enjoyed a buoyant week, with confectionery sales up 36% and flower sales up 78%. Sparkling wine sales rose 83%.

Away from Valentine’s indulgence, there were some strong sales of fruit. Sales of cherries were up 90%, melons rose by 24% and blueberries saw an uplift of 16%.

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