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Waitrose sales boosted by Halloween last week

Waitrose grew its sales by 2.7% excluding petrol last week as the UK’s warmest Halloween on record helped to boost trade.

GENERAL MERCHANDISE

Waitrose sales boosted by Halloween last week

Sales of Halloween related items rose by 41% on last year, making it the biggest seasonal occasion with Waitrose customers outside of Christmas.

In addition to selling half a million pumpkins, the supermarket sold almost 40,000 magic wands in the week. However, customers largely chose treats over tricks as cakes and confectionery both had a strong week.

Waitrose Scary Pumpkin Cupcakes sales increased by an impressive 100% on last year and Halloween confectionery sales were up 12%. Haribo Trick or Treat Mini Mix Sales leapt up by 67% and Swizzels Trick or Sweets by 35%.

Romance was also in the air as bouquet sales grew by 70% to outsell cut flowers for the first time.

Helen Hyde, personnel director at Waitrose, said: “Despite tough comparisons with strong marketing activity in the same week last year and the recent unseasonably warm weather, we still saw divisional sales excluding petrol increase by 2.7%.

“This week will see us open our new store in Chester where we will look to build on the success of our new branches in Peterborough and little Waitrose West Hampstead.”

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