Upmarket grocer Waitrose saw a 3.7 per cent rise in total sales last week as discounting and promotions coaxed customers in store, figures released today reveal.
As the wet weather early in the week ending May 12th 2012 lead to a more than 20 per cent rise in sales of canned soups, food stocks and roots vegetables compared to the previous week, warm weather over the weekend saw customers rushing to capitalise on promotions on summer items.
Cider, on a special offer of three for £5, saw an increase of 11.3 per cent on the previous week, while sales of the grocer’s outdoor living range leapt 83 per cent over the period.
David Jones, Supply Director at the company, welcomed the weekly results.
“This is a strong figure given the earlier fall of the May bank holiday this year,” he explained.
“This has been helped by the performance of our essential Waitrose range which continues to be a firm favourite with customers, despite being a mature brand.”
Offering over 1,500 products, the range has also introduced special offers, with a selection of meat, poultry and fish currently on sale for three for £10, a move which Jones believes has further driven growth.
Sales of the range’s meatballs have jumped a massive 112 per cent while beef and lamb rose by 30 and 16 per cent respectively.
Commenting at the time, Managing Director of Waitrose Mark Price said: “Extending Brand Match, alongside Essential Waitrose, increased promotions and free delivery of online orders, will give customers even more confidence that they can do their entire weekly shop with us, with no sacrifice of quality, range and inspiration or service.”