Sales at Waitrose, the bellwether retailer, are soaring as customers stock up on alternative Christmas lunch fare, including the “three-bird game roast” comprising pheasant, partridge and mallard.
The supermarket chain, which is owned by John Lewis, the department store group, said in its weekly trading figures published this morning that sales of its £34.99 novelty three-bird game roast were up 41 per cent on last year as customers began to prepare for Christmas. Sales of a turkey, duck and goose combination rose by 44 per cent.
The figures for last week also showed sales of other speciality fare, including dry-aged turkey, which has a stronger taste than ordinary turkey, also soared, with the sales of the festive bird rising by a massive 82 per cent.
Organic turkey trade rose by 47 per cent on last year, but customers dreading a week of turkey sandwiches also sent lamb demand soaring by 255 per cent.
Sales of another turkey alternative – goose – were up by 37 per cent.
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Sales of currants and raisins also rose by 42 per cent and 38 per cent respectively, as customers stocked up on the ingredients to make Christmas puddings.
Revenues at John Lewis hit record highs this week as customers queued up to buy women’s fashion and big-ticket items for the home.
The retailer said that sales were up by 22.4 per cent, its best ever increase, with sales of fashion items up by 21.6 per cent and homewares up by 24.5 per cent.