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According to the supermarket, Waitrose, its sales were up 19.8% on last year for the week ending Saturday 2nd June.
The performance was helped in part by a 25% off promotion on wine and Champagne, but clearly festivities for The Queen’s Diamond Jubilee were the main driver, as sales excluding wine were 18.1% higher than last year.
Total turnover for the week was £123m, higher than any other trading week in Waitrose’s history with the exception of Christmas and Easter - with the retailer benefiting from more shoppers and more items through its tills.
Mark Price, Waitrose managing director, said, “The prospect of a long weekend and a wonderful focus for celebration spurred shoppers into action. Many people clearly welcomed having a great reason to step away from day-to-day budgeting to stock up on fabulous food and drink for Jubilee parties and entertaining.”
Traditional picnic favourites were top of customers’ shopping lists with Melton Mowbray Pork Pies, Scotch eggs and sausage roll sales all up by 76% and trifle up by 28% year on year.
Buffets and street parties were washed down with British drinks, including cider and British ales which saw an uplift of 70% and 25% respectively.
English wine had its biggest week on record with sales up 96%.
The cooler, damp weather inspired many families to embark on some suitably festive baking, with tubes of red, white and blue icing showing colossal growth of 637%.
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