Sales Analysis
Xero ACCREC · 1 June 2025 – 31 May 2026· paid & authorised invoices
This page starts with the whole sales ledger, then opens up the external customer engine: which months carried the year, which products drove revenue, and which customers mattered most. WHB own-shop invoices are shown separately because they behave differently from trade/customer sales, but they still count in total sales.
Total sales
£1,670,088
16,122 invoices including own shop
External sales
£1,446,076
86.6% of total sales
Own-shop sales
£224,012
13.4% of total sales
Avg external invoice
£91.94
398 external customers
Coverage & reconciliation
The analysis tables below focus on external sales only: product lines, delivery, other revenue and customer rankings. Own-shop sales sit outside those rankings, so the first two cards below reconcile the external view back to total sales.
External scope
£1,446,076
15,728 external invoices
Own-shop scope
£224,012
394 internal invoices
Product revenue
£1,426,177
98.6% of external
Line reconciliation
£1,446,076
£0.00 vs external invoice net
Delivery revenue
£17,899
1.2% of external
Other external revenue
£2,000
0.1% of external
Paid: 15,590 invoices / £1,423,754 · Authorised: 138 invoices / £22,322
Price review radar
This is the bridge between sales and the pricing conversation. It checks whether the same customer bought the same product often enough to judge price variation, then separates solid evidence from one-off orders. Use it to decide which accounts deserve a price review, then confirm the margin case on the profitability page before acting.
Customers monitored
198
49.7% have a 6+ month product history
Unchanged-price candidates
115
£57,300 repeat product revenue
Full-year evidence
90
Customers with a product bought all 12 months
Price variation seen
185
£1,072,604 repeat product revenue
£1,129,904 of external product revenue has customer/product history across 6+ months. High-confidence review = same customer + same product bought in at least 6 months. Strong review set: 130 customers with 3+ repeat products.
| Customer | Product revenue | Products | 6+ month products | 12 month products | Unchanged prices | Varied prices | Unchanged product revenue |
|---|---|---|---|---|---|---|---|
| Loom Deli | £15,153 | 7 | 1 | 0 | 1 | 0 | £14,326 |
| Street Food Company (Dundee) Ltd t/a Sook Kitchen | £8,093 | 37 | 8 | 0 | 8 | 0 | £6,408 |
| Replenish Grocers Ltd | £6,856 | 17 | 3 | 0 | 3 | 0 | £3,885 |
| Townhouse Deli & Bakery | £4,912 | 29 | 6 | 0 | 6 | 0 | £3,193 |
| The Kitchin | £3,903 | 7 | 3 | 0 | 3 | 0 | £2,663 |
| Rusacks Hotel | £3,736 | 3 | 1 | 0 | 1 | 0 | £2,404 |
| Apex Waterloo Place Hotel | £4,532 | 9 | 2 | 0 | 1 | 1 | £1,972 |
| Five Acres | £7,914 | 22 | 6 | 1 | 3 | 3 | £1,765 |
| The Lass O'Gowrie | £2,263 | 31 | 14 | 0 | 14 | 0 | £1,736 |
| Cameron Catering Ltd | £6,437 | 28 | 6 | 0 | 2 | 4 | £1,385 |
| Coorie Ltd (Coorie by the Coast) | £20,748 | 11 | 4 | 1 | 2 | 2 | £922 |
| Solsgirth Home Farm | £2,676 | 24 | 7 | 0 | 4 | 3 | £914 |
| The George Edinburgh | £1,885 | 7 | 2 | 0 | 1 | 1 | £791 |
| Strathcarron Hospice | £2,345 | 17 | 4 | 0 | 2 | 2 | £778 |
| Wynd Limited (Cafe Wynd) | £10,455 | 9 | 6 | 1 | 3 | 3 | £769 |
This table does not say “increase everyone”. It highlights repeat customer/product lines where prices have not varied, then asks: are margins still right, and would a targeted increase be fair and material?
Monthly revenue
Month by month, this separates product turnover from delivery and other external income. The total column is the external trading view, useful for spotting seasonality and checking whether growth is coming from bread and pastry lines or from extras.
| Month | Product | Delivery | Other | Total | Invoices | |
|---|---|---|---|---|---|---|
| Jun 25 | £109,963 | £2,172 | £0 | £112,135 | 1,240 | |
| Jul 25 | £130,327 | £2,590 | £0 | £132,917 | 1,463 | |
| Aug 25 | £134,356 | £2,608 | £0 | £136,964 | 1,436 | |
| Sep 25 | £116,392 | £2,368 | £0 | £118,760 | 1,350 | |
| Oct 25 | £125,726 | £684 | £0 | £126,410 | 1,410 | |
| Nov 25 | £112,986 | £0 | £2,000 | £114,986 | 1,250 | |
| Dec 25 | £121,092 | £0 | £0 | £121,092 | 1,178 | |
| Jan 26 | £90,333 | £0 | £0 | £90,333 | 1,058 | |
| Feb 26 | £103,213 | £0 | £0 | £103,213 | 1,155 | |
| Mar 26 | £115,123 | £2,159 | £0 | £117,282 | 1,301 | |
| Apr 26 | £129,027 | £3,128 | £0 | £132,155 | 1,433 | |
| May 26partial | £137,637 | £2,191 | £0 | £139,828 | 1,454 |
Top products
top 40 of 293 · 82.1% of product revenueThis is the product mix behind external sales. Product names are normalised so small naming differences do not split the same item into several rows, and obvious non-product clearing lines are kept out of the ranking.
| # | Product | Revenue | Share | Units | Avg price | Invoices |
|---|---|---|---|---|---|---|
| 1 | Small White Sourdough | £108,217 | 7.6% | 31,869 | £3.40 | 4,476 |
| 2 | Butter Croissant | £94,895 | 6.7% | 45,553 | £2.08 | 5,110 |
| 3 | Almond Croissant | £83,743 | 5.9% | 32,057 | £2.61 | 5,033 |
| 4 | Extra Large White Sourdough (cubano) | £60,109 | 4.2% | 8,611 | £6.98 | 1,429 |
| 5 | Cinnamon Scroll | £57,309 | 4.0% | 22,130 | £2.59 | 2,964 |
| 6 | Extra Small White Sourdough | £50,481 | 3.5% | 17,045 | £2.96 | 3,346 |
| 7 | Large White Sourdough | £49,318 | 3.5% | 10,389 | £4.75 | 1,755 |
| 8 | Ciabatta 350g | £45,281 | 3.2% | 17,358 | £2.61 | 2,821 |
| 9 | Seasonal Fruit Danish | £40,143 | 2.8% | 14,081 | £2.85 | 2,670 |
| 10 | Vegan Cinnamon Scroll | £38,636 | 2.7% | 14,661 | £2.64 | 1,916 |
| 11 | Small Seeded Sourdough | £37,910 | 2.7% | 10,084 | £3.76 | 2,105 |
| 12 | Sourdough Focaccia 60x40cm Tray | £35,910 | 2.5% | 1,851 | £19.40 | 739 |
| 13 | French Rustic Loaf Round | £29,718 | 2.1% | 8,378 | £3.55 | 2,446 |
| 14 | Baguette 250g | £29,700 | 2.1% | 13,376 | £2.22 | 3,047 |
| 15 | Yorkshire Wholewheat Round | £29,469 | 2.1% | 8,175 | £3.60 | 2,531 |
| 16 | Cardamom Buns | £24,865 | 1.7% | 9,309 | £2.67 | 1,575 |
| 17 | Large Ciabatta | £24,853 | 1.7% | 5,135 | £4.84 | 440 |
| 18 | Giant White Sourdough (balena) | £19,770 | 1.4% | 1,786 | £11.07 | 280 |
| 19 | Large Oat Sourdough Round | £19,600 | 1.4% | 2,783 | £7.04 | 185 |
| 20 | Vegan Seasonal Danish | £19,443 | 1.4% | 6,800 | £2.86 | 1,040 |
| 21 | Seriously Fruit And Sesame Loaf | £19,436 | 1.4% | 3,789 | £5.13 | 1,728 |
| 22 | Large White Sourdough, Sliced 15mm | £19,052 | 1.3% | 3,534 | £5.39 | 358 |
| 23 | Swiss Highland Rye (800g) | £18,526 | 1.3% | 4,531 | £4.09 | 1,661 |
| 24 | Giant White Sourdough (balena), Sliced 15mm | £17,734 | 1.2% | 1,476 | £12.01 | 376 |
| 25 | Fig And Walnut Bread | £17,577 | 1.2% | 3,698 | £4.75 | 1,608 |
| 26 | Seasonal Danish Pastry | £16,477 | 1.2% | 5,652 | £2.92 | 1,061 |
| 27 | Ciabatta | £15,501 | 1.1% | 6,263 | £2.48 | 1,570 |
| 28 | Giant White Sourdough (balena), Sliced | £15,168 | 1.1% | 1,256 | £12.08 | 285 |
| 29 | White Sourdough Tinned | £14,595 | 1.0% | 2,752 | £5.30 | 576 |
| 30 | Oat Sourdough Round | £12,787 | 0.9% | 3,202 | £3.99 | 975 |
| 31 | Butter Croissant Tue | £12,656 | 0.9% | 6,124 | £2.07 | 812 |
| 32 | Large Rustic French Loaf Round | £12,051 | 0.8% | 2,525 | £4.77 | 837 |
| 33 | Giant White Sourdough (balena), Sliced 13mm | £11,837 | 0.8% | 985 | £12.02 | 278 |
| 34 | Single Origin Pain Au Chocolate (chocolate Croissant) | £10,696 | 0.8% | 4,041 | £2.65 | 763 |
| 35 | Mountain Stream Delivery | £10,420 | 0.7% | 5,240 | £1.99 | 5,220 |
| 36 | Baguette | £9,996 | 0.7% | 4,467 | £2.24 | 973 |
| 37 | Extra Large White Sourdough (cubano), Sliced 13mm | £9,602 | 0.7% | 1,206 | £7.96 | 261 |
| 38 | Almond Croissant Tue | £9,248 | 0.6% | 3,574 | £2.59 | 723 |
| 39 | Large White Sourdough, Sliced | £8,976 | 0.6% | 1,679 | £5.35 | 162 |
| 40 | Mini Boule | £8,427 | 0.6% | 4,764 | £1.77 | 237 |
Top customers
top 30 of 398 · 44.5% of revenueThese are the external relationships carrying the year. The ranking uses invoice totals by Xero contact, so it is a customer concentration view rather than a product profitability view.
| # | Customer | Revenue | Share | Invoices | Avg invoice | |
|---|---|---|---|---|---|---|
| 1 | Empire State Coffee | £57,236 | 4.0% | 227 | £252.14 | |
| 2 | Five One Trading Ltd t/a Park Shop | £46,109 | 3.2% | 103 | £447.66 | |
| 3 | Fraser's Fruit and Veg | £35,733 | 2.5% | 253 | £141.24 | |
| 4 | Pillars of Hercules | £31,077 | 2.1% | 102 | £304.67 | |
| 5 | Blair Drummond Estates Limited | £30,536 | 2.1% | 254 | £120.22 | |
| 6 | William Strike Ltd (CFC) | £28,360 | 2.0% | 254 | £111.65 | |
| 7 | Aran | £28,321 | 2.0% | 114 | £248.43 | |
| 8 | I J Mellis Cheeses and Delicatessen St Andrews | £22,652 | 1.6% | 255 | £88.83 | |
| 9 | Balgove Larder | £22,442 | 1.6% | 107 | £209.74 | |
| 10 | MOUNT | £22,089 | 1.5% | 83 | £266.13 | |
| 11 | Coorie Ltd (Coorie by the Coast) | £20,967 | 1.4% | 141 | £148.70 | |
| 12 | Weigh Ahead | £20,959 | 1.4% | 254 | £82.52 | |
| 13 | The Fife Arms | £19,762 | 1.4% | 88 | £224.56 | |
| 14 | Empire St Andrews | £19,675 | 1.4% | 151 | £130.30 | |
| 15 | New Leaf Wholefood Coop | £18,098 | 1.3% | 101 | £179.19 | |
| 16 | EH9 ESPRESSO LTD | £17,546 | 1.2% | 119 | £147.44 | |
| 17 | The Wee Bookshop Ltd | £16,813 | 1.2% | 102 | £164.84 | |
| 18 | Gloagburn | £16,789 | 1.2% | 165 | £101.75 | |
| 19 | Figment Coffee | £15,296 | 1.1% | 102 | £149.97 | |
| 20 | Loom Deli | £15,267 | 1.1% | 129 | £118.35 | |
| 21 | Gorse Cafe | £15,230 | 1.1% | 129 | £118.06 | |
| 22 | Must Be Crackers Ltd. | £14,978 | 1.0% | 108 | £138.68 | |
| 23 | Jessies Scotland Ltd | £14,879 | 1.0% | 95 | £156.62 | |
| 24 | The Cult of Coffee Ltd | £14,818 | 1.0% | 101 | £146.71 | |
| 25 | Refillosophy | £14,596 | 1.0% | 105 | £139.01 | |
| 26 | Perth Farmer's Market Sales | £13,832 | 1.0% | 7 | £1,976.07 | |
| 27 | Comrie Croft 100 Mile Shop | £12,948 | 0.9% | 161 | £80.43 | |
| 28 | Zone.One | £12,896 | 0.9% | 241 | £53.51 | |
| 29 | Prost Coffee Limited | £11,947 | 0.8% | 103 | £115.99 | |
| 30 | Blair Castle Estates Limited (Gift Shop) | £11,864 | 0.8% | 87 | £136.37 |