UK retailer Waitrose said that the launch of its Christmas TV commercial on Sunday has helped boost festive sales at the retailer, with just over five weeks to go until Christmas Day.
In the run up to the ad’s launch, sales of Christmas crackers were up 28% (boosted by a half-price promotion), while stocking fillers such as DVDs and luxury toiletries were up 100% and 45% respectively.
Sales excluding fuel were up 0.3 per cent last week on the same time last year, the retailer said.
In addition, the retailer received a boost from Singles Day, the Chinese shopping holiday, which took place last Saturday.
“Orders of Waitrose food and drink to the country were more than four times their usual rate in preparation for the weekend,” the retailer said. “We started exporting to China in 2016 and now provide a range of more than 100 products with sales already 75% up year on year.”
Commenting on its ad, which is in black and white, Martin George, Customer Director, Waitrose, said, “Food plays an essential role in bringing people together. When we have the opportunity to eat with others, we can enjoy great food and feel closer to those we share the experience with. As our ad depicts, eating together is a way to share not just food but friendship and community spirit.”
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: The European Supermarket Magazine.
