Customers gear up for Halloween at Waitrose

The preparation for Halloween and half-term school holidays drove divisional sales – excluding petrol – up by 3.9% for Waitrose last week (to October 18).

Customers gear up for Halloween at Waitrose

The grocery chain said shoppers were gearing up ‘earlier than ever’ for Halloween with sales of seasonal decorations and confectionery up 40% and 10% year-on-year respectively. Sales of apples also rose as people got ready to play traditional Halloween games such as bobbing for apples, up 10% compared with last year.

As the weather turned more autumnal, comforting prepared meals also proved popular, with sales of Indian ready meals lifting by 20% while ‘Ready to Cook’ climbed 40%. Pizza also saw positive sales uplifts, up 14.5% compared with last year.

Waitrose commercial director Mark Williamson said: “Perhaps in anticipation of guests visiting during the half-term school holidays, shoppers made cleaning a priority, with sales of washing up liquid up 33%. Soap also saw an increase in sales, up 23% compared with last year. Days out are also on the cards for half-term as shoppers bought for packed lunches. Sales of prepared fruit increased by 27%, while pre-packed cheese and low fat crisps increased by 4.5% and 7% respectively.”

Last week also saw Waitrose’s newly redeveloped branch in Dorking open and the launch of its first Click & Collect lockers on the transport network.

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