Upmarket food retailer Fortnum and Mason expects an “unprecedented” Christmas after strong sales of festive items.

The London store said sales of Christmas products increased 38% year-on-year in the first two weeks of October and that footfall is up.

The retailer said that consumer sentiment is strong in London after the Diamond Jubilee and the Olympics.

Sales of a new Christmas tea were up 233% on last year while its We Wish You a Merry Christmas musical biscuit tin was up 58% on 2011. Last year’s bestselling St James Christmas Pudding was up 161% on last year.

The retailer said viewings and tastings for parties and events are up 50% on 2011.

Fortnum chief executive Ewan Venters, who joined the retailer in August, said: “Londoners want to celebrate on the back of the most amazing year of celebration, the Jubilee and the Olympics. The trend for tradition is strong with Christmas pudding and Christmas cake selling very well. Closely followed by all things ‘London’, buses, taxis and crowns.”