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Waitrose enjoys boost in Easter sales

Waitrose enjoys boost in Easter sales

The Easter period has been a highly profitable for Waitrose following the release of its financial results for the week.

Officials at the retailer stated that total sales, excluding fuel, topped £140.7 million over the busy period which represented its most successful part of the year outside of Christmas. It represented a record breaking Easter for the company with a 33.9 per cent uplift in sales when compared to the same week in the past year and also a 14.8 improvement on Easter 2012. Waitrose's online store also experienced a highly positive time with a 93 per cent increase on the previous 12 months.

The rise in its internet business was put down to the unseasonably cold weather that engulfed the UK over the Easter weekend. Many parts of the country were blanketed in snow and freezing temperatures put many people off venturing out into the cold onto the high street and this is where the online shopping trend continued to prosper.

Waitrose noted that sales of Easter favourites such as confectionary and lamb smashed through the records with the former seeing an increase of 29 per cent in sales. The retailer highlighted the success of the new 'Woodland Friends' range of chocolate characters which struck a chord with both children and adults alike.

The advertising campaign featuring famous chef Heston Blumenthal saw pre-packed lamb sales grow by 49 per cent year on year as customers took on the interesting Heston recipe of the meat combined with anchovies.

Waitrose's strong Easter performance has followed on from the company's parent group, the John Lewis Partnership, announcing strong financial results in January with the organisation seeing gross sales grow by 9.3 per cent.

The supermarket was highlighted as being a driving force behind the figures with the retailers also recording an improvement in gross sales, rising by 6.7 per cent over the course of the year which it operating profit was also up by 12.2 per cent hitting £292.3 million.


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