Waitrose sales have been given a boost by the supermarket’s new approach to festive deals.
Waitrose head of marketing Rupert Ellwood told The Grocer Waitrose had timed its promotions this year to take shoppers through the different stages of Christmas.
Each week, Waitrose is displaying different festive deals at the front of stores, supported by national press advertising. Last week, it focused on 25% off deals on selected Heston from Waitrose Christmas products and this week it has homed in on half-price deals on cava and Champagne.
“We wanted to take people on the journey of Christmas and so far we’ve been really successful,” said Ellwood.
The success of the campaign had helped increase the percentage of sales on promotion to 31.5% in the first week of December, he added.
In a report called ‘What we ate in 2013’, published this week, Waitrose said mincemeat and beef were expected to be star performers this Christmas.
Mincemeat sales are already up 58% and a survey of Waitrose shoppers indicated 28% would try beef for their main Christmas meal this year.
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