- The UK’s most stunning staycation spots - including Menai Bridge, Truro, and Bridport - are bracing for the summer rush, with Waitrose shops predicting sales spikes of up to +23% in some stores
- Driven by ‘storecupboard stock up’ missions, customers are filling their baskets with multipack cereal, frozen pastries and olives +50%, +75% and +25%
- Holiday prep is already underway for many, with searches on johnlewis.com spiking for swimming goggles and beach towels +200% and +74% in the last week
Waitrose is gearing up for what it expects to be the biggest staycation summer on record. Rather than heading abroad, customers are packing up for the UK 'staycation’, driving a huge spike in demand in the South West and the UK’s top coastal hotspots, particularly across Cornwall, Dorset and coastal Wales.*
Amy Tristram, Forecasting Manager at Waitrose, says: “It looks like we’re staying put for the summer and embracing the great British staycation. As people flock to the UK’s top coastal hotspots, we expect to see summer sales increase across our key holiday destination branches - including the likes of Truro, Sidmouth, Dorchester, and East Cowes - as food lovers stock up on their ultimate holiday favourites.”
Projected summer sales increases by key destinations:
- Menai Bridge (Wales): +23%
- Truro (Cornwall): +17%
- Bridport (Dorset): +17%
- East Cowes (Isle of Wight): +17%
Amy Tristram continues: “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.”
In key ‘destination’ branches, in summer Waitrose see sales for:
- Multipack cereal +50%
- Baked beans +50%
- Pasta +40%
- Rice +30%
- Frozen pastries +75%
- Tea and Coffee +30%
- Jarred Olives +25%
- Chilled Pizza and Breads +30%
- Morning Goods (croissants etc) +20%
- Beer and ‘Ready to drink’ cans +20%
- Sparkling wine and Champagne +15%
To keep up with the influx of holidaymakers, Waitrose is putting extra delivery drivers on the road in key holiday hubs - including doubling the delivery fleet for the Truro and Newquay areas - to make sure beach houses and holiday cottages stay fully stocked.
At John Lewis, customers are also gearing up on holiday essentials. Compared to this time last year, searches on Johnlewis.com for:
- ‘Beach towels’ +74%
- ‘Women’s swimsuits’ +84%, with ‘Belted swimsuit’ +200%
- ‘Boys swimming shorts’ +165% and ‘girls swimsuit’ +175%
- ‘Swimming goggles’ +200%
- ‘Waterproof jewellery’ +50% and ‘waterproof eyeliner’ +33%
- In the last week, sales at John Lewis for swimwear is soaring:
- Women’s swimwear +29%
- Men’s swim shorts +30%
- Compared to this time last year, sales at John Lewis for:
- SPF 50 +81%
Notes to Editors:
*16 key destination branches include: Menai Bridge, Saxmundham, Lymington New, Holsworthy, East Cowes, Truro, Bridport, Parkstone, Swaffham, Sidmouth, Okehampton, North Walsham, Ramsgate, Dorchester, Saltash, Hythe
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III
