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Waitrose sales boosted by seasonal events


Grocer Waitrose saw a 7.5 per cent sales increase in the week ending October 29th 2011 compared to the same period last year, as shoppers rushed to make seasonal purchases.

Sales at the supermarket chain have been boosted by consumer interest in Halloween and bonfire night, with sales of the Munchin pumpkin soaring a staggering 556 per cent since last year.

Waitrose’s accompanying carving kit also increased in sales by 17 per cent, while fireworks sales rose 31 per cent compared to the same period in 2010.

Warm weather food ranges continue to sell well due to the unseasonably mild weather, as sales of quiche jumped 12 per cent, and salads were up by more than ten per cent.

Continuing the summery theme, soft fruit and exotic fruit increased by 27 and 50 per cent respectively.

David Jones, Supply Chain Director at Waitrose, explained that, while these increases were surprising, shoppers continue to be tempted by autumnal foods.

“Despite the milder weather one autumnal dish which has tempted customers is Delia’s latest recipe: fast roast pork with rosemary & caramelised apples,” he commented.

“Airing on TV since last week, the recipe has led to a 50 per cent rise in sales of essential Waitrose British pork fillets.”

This follows news last week that celebrity chef endorsement of seasonal and festive ingedients boosted trade at the retailer.

Delia’s Classic Christmas Cake ingredients pack returned to stores following its huge popularity last year and quickly saw an annual sales increase of over 13 per cent.

Published on Friday 04 November by Editorial Assistant

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