Waitrose Celebrates Christmas Trading Success

Despite a low-key Christmas marketing campaign, Waitrose has credited its "most successful" festive period ever to its instant rewards loyalty scheme, value offering and support of community projects.

The grocery retailer announced that sales from its stores (which have been open for a year or more) increased by 3.1% for the five weeks leading up to Christmas Eve, plus their online delivery and click and collect services also showed strong sales. Waitrose's highest single day take was on 23 December, with £51m in revenue.

This success was largely attributed to their strategy of ramping up "price competitiveness" (i.e. Waitrose promises to match Tesco prices on branded goods), while its 'MyWaitrose loyalty card' scheme also had major appeal for consumers.

In contrast to major promotional efforts undertaken by Sainsbury's, Marks and Spencer and Tesco this Christmas, Waitrose's campaign centred on a simple film called "the story of giving something back", which highlighted the community projects it funds nationwide.

Waitrose Managing Director, Mark Price, commented: "Our performance this Christmas continues our sustained growth for the last five years. We've done well by giving people exactly what they want - high quality products, excellent value and superb service both in our shops and online."

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