Christmas is here: quilted loo paper sales jump
Chestnuts roasting on an open fire? No, the true sign Christmas has arrived is quilted lavatory paper stocked in the bathroom.
According to supermarkets, sales of premium lavatory paper increase substantially in December as families try to impress their in-laws, parents and other guests they will welcome into their home this Christmas.
Sales of filter coffee and Earl Grey tea have also jumped, as consumers hide the jar of Nescafé and box of PG Tips at the back of the cupboard, to try and impress their guests with their refined taste in what has been dubbed the "Hyacinth Bucket" effect - a reference to the sitcom, which lampooned the pretensions of a suburban housewife.
According to Sainsbury's, top-of-the-range paper made up up 24 per cent of its lavatory paper sales in the second week of November. By the second week of December the quilted, extra-thick, patterned varieties made up 35 per cent.
Asda said sales of quilted loo rolls had increased fourfold over the last two weeks.
Sales of filter coffee at Sainsbury's have also jumped by 20 per cent between December and November, before an expected decline once the New Year starts.
Coffee buyer Nick Paddison says, “We find that customers start opting for filter coffee towards the end of November, as they start planning to host friends and family for Christmas. Many customers like to offer premium food and drink to impress those that may only visit once a year, and upgrading to filter coffee is an effective way to do this, whilst not costing much.”
Asda said that customers were putting 42 per cent more filter coffee in their baskets than usual and sales of cafetieres were up 34 per cent between December and November.
Jennifer England, Asda spokesman, said: “Embracing the inner ‘snob’ and ‘keeping up with the Jones’” syndrome is a trait often associated with the British. We’ve seen a distinct trend in shoppers trading-up at this time of year.”