Wimbledon stimulates sales of traditional summer fare at Waitrose

UK retail company Waitrose said today that its customers appear to be getting into the spirit of Wimbledon as it released its weekly sales figures, which showed a rise in sales of traditional British summer food such as strawberries and cream, as well as drinks like Champagne and Pimms.

The high-end grocer, which owned by The John Lewis Partnership’s 84,700 Partners, revealed that its sales increased by 14.5% for the week ending 22 June 2013, in comparison to the same period last year. The company shares its profits and benefits with all its Partners.

Two of the main UK summer events at Royal Ascot and Wimbledon are said to have influenced sales patterns at Waitrose, which said its customers trended towards its posh picnic and dining ranges, with sales of bottles of Champagne rising by 54% and other sparkling wines up by 35% in comparison to the same week last year.

The supermarket’s promotion of English strawberries saw sales increased by 47%, while the traditional accompaniment of double or single cream rose by 59% and 78% respectively. The company also achieved an increase in 66% on scones and 48% on clotted cream, compared to 2012.

Sales of Pimm’s, the traditional Wimbledon drink, also grew by 96% and gin sales rose by 51%, while bottled cider sales were higher by 28%.

Despite the absence of sunshine in the UK so far this year, Waitrose added that the summery trend in food sales also saw rises in salads, smoked salmon, barbecue meats and ice cream sales.