Majestic benefits from pent-up demand for Christmas parties
Despite the impact of the cost of living crisis, Majestic has seen spending on celebration tipples rise considerably this year, with Christmas party sales up 15% compared to 2019.
The retailer has revealed that sales of mulled wine are up 140% on the same time in 2019 while champagne sales have increased by 28%.
“Majestic chief executive John Colley said: “We know the cost of living crisis is a reality for many at the moment, however we think that those who are able to are choosing to prioritise Christmas where they can. People can’t face another lacklustre festive season and we’re seeing party alcohol shopping baskets surpassing even pre-lockdown levels as consumers make the most of their favourite festive tipples before moving into a more cost-conscious New Year.”
The retailer said shopping habits for Christmas get-togethers are shifting as 38% of its bulk party alcohol orders are now made online. Majestic’s delivery drivers are likely to drive a combined 490,000 miles to fulfil Christmas orders and the business expects to hire out over 350,000 glasses this December.
Colley added: “Office parties and at-home get-togethers are firmly back on this year and sales would indicate that they are being fuelled by a pent-up desire to make up for lost time.”
