Waitrose sees customers making early start to Xmas prep


Waitrose has revealed customers are making an early start to Christmas preparations, following last year’s Covid-19 lockdown.

According to the grocer, searches for ‘Christmas cake’ and Christmas pudding’ are both up 46 per cent compared to last year, with ‘Panettone’ searches rising by 103% per cent.

The term Christmas delivery’ also rose by 124 per cent, whilst searches for ‘mulled wine’ were up by 2020.

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“The uncertainty of last Christmas has definitely had an effect on how our customers want to spend the upcoming festive season,” Waitrose director of own brand Natalie Mitchell said.

“As the majority of people weren’t able to celebrate with their loved ones as planned in 2020, they are focussing on making this Christmas as wonderful as possible.

“Food is such an integral part of the celebrations, it’s no wonder people are looking to plan their menus well in advance.’”

Waitrose’s Christmas food page saw views increase by 26 per cent compared to last year.

The grocer also revealed a range of over 100 new products to its Christmas range including Waitrose No1. Brown Butter Mince Pies, truffle-infused prosciutto and a tiramisu Panettone.

There are also 20 new vegan products including a vegan jewelled roast and vegan winter pudding.

Waitrose festive food including mince pies and Christmas puddings will begin to appear on shelves from next week, with Waitrose.com Christmas delivery slots opening from next week.

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