Flags flying off shelves as party preparations gathering pace

Supermarkets expect the four-day break to be one of the busiest weekends of year with customers remaining in the UK for street parties and family get-togethers.

Waitrose said sales of Pimms – considered by some in the sector to be a “litmus paper for the feel good factor” – were up by more than 260 per cent on last year, with the spirit outselling every other in the range.

The retailer said cider was proving a patriotic favourite with sales up 70 per cent on last year, while trifle was up 28 per cent and picnic or party paperware up 182 per cent.

Asda is also predicting a 75 per cent increase in sales of Pimms, and has 2.8 million Victoria sponges and one million cucumbers in stock for the weekend.

DIY retailer B&Q said it had sold 100,000 metres of bunting, 10,500 cushions and 3,100 Jubilee gnomes.

Sainsbury’s reported sales of 364 miles of bunting and 146,000 flags, with Union flag cake stands up 2,783 per cent and Union flag teacups and saucers up 5,588 per cent week on week.

It also expected to sell nearly 10 million servings of strawberries, one million jars of jam, four million loaves of bread, 20 million cans or bottles of beer, 295,000 bottles of Champagne and 180,000 bags of charcoal over the weekend.

Sainsbury’s general merchandise director Robbie Feather said: “Record sales of flags and bunting were seen in 2011 thanks to the royal wedding but current indications show that the Queen’s Diamond Jubilee is set to far outstrip last year’s demand.!

Tesco said it was preparing for the biggest celebration since the Millennium, with sales of street party products in massive demand.

The fastest-selling party item at the supermarket in the last week had been waving flags.