Waitrose has experienced a sales increase at stores which are located at UK summer vacation locations, including Menai Bridge, Truro and Bridport.

According to the business, consumers have been taking regional trips instead of travelling abroad, which has increased the demand in the South West and the UK’s top coastal destinations.

Shoppers have been stocking up on essentials, with sales of multipack cereal and olives going up by 50 per cent and 25 per cent, respectively.

Additionally, the sales for pasta, rice and frozen pastries went up by 40 per cent, 30 per cent and 75 per cent, respectively.

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Amy Tristram, forecasting manager at Waitrose, said: “It looks like we’re staying put for the summer and embracing the great British staycation. Over summer, we mainly see a cupboard stock-up mission in our top ‘destination’ branches, with a rush for cupboard staples and family bulk-buys as everyone gets settled in.

“Our customers lean heavily into easy, nostalgic holiday classics. It’s all about those effortless, crowd-pleasing favourites – multipack cereals for quick mornings, fresh croissants for lazy breakfasts, and deli treats like jarred olives to enjoy in the evenings.”

The supermarket retailer has forecasted a sales spike of up to 23 per cent in some stores. It expects sales across Cornwall, Dorset and the Isle of Wight to grow by 17 per cent each over the summer season.

Waitrose is set to double the delivery fleet for the Truro and Newquay areas to support the current increasing demand at the destinations.