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Waitrose sales up 5.8% last week as shoppers trade up to premium

Waitrose has reported that Christmas shopping started in earnest at its stores last week as total sales, excluding petrol, rose by 5.8% year-on year.

GENERAL MERCHANDISE

Waitrose sales up 5.8% last week as shoppers trade up to premium

The retailer said early indications have shown that many of its customers will be trading up to premium foods this Christmas, with the Waitrose Entertaining category seeing strong growth in luxury options.

During the week, sales of the retailer’s Heston from Waitrose turkey crown with brining kit were 43% ahead of last year, while its double stuffed turkey breast joint and butter-basted turkey with bacon lattice increased their sales by 65% and 58% respectively.

In addition, orders for the luxury stuffing range were up 65% while sales of organic racks of pork rose by 20%.

Online, festive special offers saw bottles of Bollinger become the best-selling drink on Waitrose Cellar.

Tom Athron, Waitrose finance director, said: “Christmas in the home is also starting to build, with strong sales of our fresh British Christmas trees, and our Christmas gifts and home decorations ranges up by 21%.

“Our Heston from Waitrose ultimate chocolate bar dessert - our must-have pudding this year - is far exceeding sales expectations. Our supplier has increased production to ensure we have enough to last until Christmas.”

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