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LONDON, Dec. 21 (UPI) -- British supermarkets say sales of premium toilet paper are spiking during the holiday season as people stock up on the soft stuff to impress guests.
Store chain Sainsbury's said quilted, patterned and extra-thick toilet rolls accounted for 24 percent of overall toilet paper sales during the second week of November and increased to 35 percent during the second week of December, The Daily Telegraph reported Monday.
Meanwhile, Asda said quilted toilet paper sales at its stores across Britain have increased by a factor of four in the past two weeks.
Officials at the stores said they have also seen increases in sales of goods including Earl Grey tea and filter coffee at the expense of their cheaper counterparts on the shelves.
"Embracing the inner 'snob' and 'keeping up with the Jones' syndrome is a trait often associated with the British," Asda spokeswoman Jennifer England said. "We've seen a distinct trend in shoppers trading up at this time of year."
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