Supermarket chain Waitrose has reported a recent increase in sales at its stores, with consumers gearing up for Halloween.
According to the Retail Gazette, sales were up by 11.8 per cent in the week ending on October 22. Endorsements from celebrity chefs including Delia Smith were singled out as enticing shoppers, as sales of Italian meals rose by 80 per cent and 20 per cent more Indian meals were sold.
Earlier in the month, Waitrose launched its own price promotion in response to Tesco’s high-profile Big Price Drop in response to customers’ financial worries. The initiative, which included a press, TV and mobile publicity drive, ended last Wednesday.
“Our customers are telling us that value is now more important than ever - and they want it with no sacrifice on quality, innovation or service. It’s our biggest-ever value campaign because our position on value has never been stronger,” said marketing director Rupert Thomas.
The announcement came after a study from industry research group IGD found 64 per cent of shoppers aged between 18 and 35 would be happy to visit a discount food retailer if there was one in their local area.
