Berkshire supermarket chain's best ever Christmas

Ali Powell • Published 29 Dec 2009 09:43 0 Comments

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WAITROSE enjoyed a record Christmas with sales of £38 million on its busiest shopping day.

Customers flocked to the store on December 23 to stock up on Christmas food, and while a normal Wednesday would see sales of £12 million throughout its 222 shops nationwide, the Christmas sales soared and beat last year's record-breaking £34.3 million.

By the end of trading on Christmas Eve and in the 12 day run-up to Christmas Waitrose had sold 75,000 stuffing balls, nearly two million chipolatas, 624,000 chestnuts, 9,600 slices of chocolate and salted caramel bombe, 55,200 scoops of mince pie ice cream, 260,000 individual cranberries, 34,500 kilos of turkey, enough Stilton to put on three million crackers, 3,360,000 drams of whisky and enough Baileys for 1,240,000 glasses.

Commercial Director Richard Hodgson said: "Shoppers have been braving the extreme conditions to buy seasonal fare, with total sales exceeding expectations and up by 16.5% on the same week last year.

"This Christmas there has been a strong demand for premium festive goods, with orders of centre-pieces all soaring. This includes our bronze feathered free range turkey, up 38%, three-bird game roast, up 37%, and goose up 27%.

"The demand for premium fare is a trend that has certainly continued as customers have set about buying the last bits they need for the main event. Dry aged Aberdeen Angus beef sales have rocketed by 40% on the equivalent week last year, speciality bacon sales by 33%, and sales of premium desserts - such as our raspberry and champagne torte by 20%.

"Other last minute seasonal treats flying off the shelves include Christmas pates, up 29%, Christmas hams, up 22%, and party food up 20%."

Winter warming food and drink also proved popular in the freezing weather with soup sales rising by 64%, frozen pies up by 33%, frozen pizzas up by 32% and hot beverages up by 26%.

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