UK retailer Waitrose has announced the busiest new year trading period in its history. The final 12 days of trade leading up to the new year (18 - 31 December, excluding Christmas day and Boxing day) are the retailer's strongest ever for that period, with total sales (excluding fuel) 8.8 per cent higher than last year and like for like sales 5.4 per cent higher.
It is also the first time that Waitrose sales have achieved the £300m milestone for this 12 day period.
The particularly strong finish to the year follows a record performance in the extended Christmas trading period. Waitrose announced last week that sales for the period Sunday 4 November to Monday 24 December (excluding fuel) were up 7.7 per cent and like for like sales 4.3 per cent, representing the retailer's biggest Christmas on record.
Sales accelerated as the big events of Christmas and New Year drew closer and customers bought their fresh food, Champagne and party food for entertaining.
Waitrose Managing Director, Mark Price, said: 'Our sales for the festive period as a whole have been record-breaking but the 12 trading days leading up to New Year's Eve were exceptional as customers got ready for family entertaining and parties. The combination of our inspiring celebratory food and drink together with great value and offers proved to be a winning combination.'
