Waitrose sees Easter horticulture sales up 10 per cent

Waitrose finance director Loraine Woodhouse has said total sales excluding fuel were up 20.7 per cent in the week to 26 March which was heavily influenced by the fall of Easter this year.

A meaningful comparison shows that sales this year saw a 3.7 per cent sales uplift on the equivalent week last year. 

Spring flowers were popular with overall horticulture sales in shops up 10.3 per cent compared with Easter week last year.

The company recently told HW gardening sales were up, although latest results show overall profits down.

Meanwhile, Waitrose is set to launch the Princess Charlotte Chrysanthemum. The plant will help support the work of East Anglia’s Children’s Hospices (EACH), a charity that gives care and support to young people and children across East Anglia.

Named after the Duke and Duchess of Cambridge’s daughter, the chrysanthemum is a pale pink with green tips. It will support the children’s hospice charity which has Her Royal Highness The Duchess of Cambridge as its Royal Patron.

The flower will be available in 180 Waitrose branches from the 2nd May and will be showcased at this year’s RHS Chelsea Flower Show in May where it will be in the running to win The Flower of the Year category.  

Buyer Tracey Telford said: ‘We’re happy to be able to support such a worthwhile charity and we’re sure that the Princess Charlotte Chrysanthemum, with its beautiful pale pink petals, will be popular with customers this spring. We’re also hoping that it will prove a popular bloom at the RHS Chelsea Flower Show in May.’

Karen Newton, EACH Cambridgeshire fundraising manager, said: "We are delighted that Waitrose have chosen to support EACH through the sales of these beautiful flowers. EACH cares for children and young people with life-threatening conditions across East Anglia and supports their families at a time when they need it most. This  generous gesture from Waitrose will ensure we can continue to deliver these vital services."

The Princess Charlotte Chrysanthemum is available from May 2 for £8 with 50p  donated to EACH for every plant sold. Deliflor, sister company to Beekenkamp Plants, is the breeder, who is donating 50 per cent of royalties to the charity.

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