Trading comments from Waitrose Marketing Director, Rupert Thomas, for week ending 20th June 2015.
The launch of the game-changing 'Pick Your Own Offers' scheme where myWaitrose members can choose the products they’d like to save 20 per cent on helped total provisional divisional sales (excluding fuel) increase by 2.3% compared to last year.
The worldwide first, where we give our customers the power to pick ten items they save money on every time they shop, has already been well received by shoppers as more and more customers continue to make their saving selections. Among the most popular choices from the list of nearly one thousand lines are essential Waitrose bathroom tissues, Waitrose British blacktail free range eggs, Waitrose cherry vine tomatoes and essential Waitrose British chicken breast fillets.
Father’s Day also had a significant impact on sales as greeting cards and gift wrap sales grew by 6.6%, while spirit sales increased by 21% and port sales jumped by an impressive 81%. Despite tough comparisons with last year’s World Cup finals, beer sales were still slightly up on 2014, too.
During a week where we saw Andy Murray’s magic at Queen’s providing the perfect appetiser for this year’s Wimbledon Championship and where records were broken at Royal Ascot, sparkling wine sales increased by 8% and strawberry sales were up by almost 10%.
The mixed weather conditions we are currently experiencing haven’t dampened the British spirit with sales of picnic foods also seeing significant uplifts, including a record week for our Food to Go range where sales were up by more than 11%. Ready to eat salad sales were up by 22.5%, hot food snacks were up 33%, sandwiches were up 11% and quiche sales increased by 20%.
The cooler temperatures for this time of year have inspired at least one continuing trend with hosiery sales rising again, up 21% on last year.
Frozen food had another fantastic week with overall sales up by almost 5%. Frozen fish sales leapt by 12%, frozen cheesecake sales jumped by 55%, frozen fruit was up by 40% and frozen breakfast goods, including breads and pastries, rose by 30%.