Consumer Trends  

Retailers thrive on Jubilee madness

In the build up to this weekend's Royal festivities, shop owners have reported remarkable increases among the country's staple decorations and food items
 The Diamond Jubilee has encouraged sales to rocket

All across Great Britain, bunting, flags, and wall hangings are littering the streets, transforming shop windows and displaying residential homes in all their glory.

For months now, retailers have been optimistic about the influence the Jubilee, as well as the European football championships and the Olympic Games, would have on sales, and it seems as if their wishes have come true, as the population continues to embrace the event to a startling extent.

Scenes have been compared to those witnessed during the two royal weddings in recent memory, including William and Kate’s one year ago. Back then, retailers were also boosted by the country’s excitement, and it looks as though the Queen’s 60thanniversary of taking the crown may even outdo it.


“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,” explained Sainsbury’s General Merchandise Director, Robbie Feather

“The Jubilee celebrations look set to be the most exciting royal occasion yet with more people than ever before snapping up memorabilia, themed products and party food and drink.”

Waitrose have declared that sales of Pimm’s are up by more than 260 percent on last year’s figures, while trifle and other party and picnic accessories have also seen dramatic rises in purchases.

In a year which will see some of the fastest people on earth compete at the Olympics on London, the Union Jack bunting race has been the first big contest of the season – one which Sainsbury’s seem to have taken the gold medal in. While B&Q reported 100,000 metres of bunting being sold, the country’s third largest supermarket announced their figure topped an unbelievable 364 miles.

In Marks and Spencer, commemorative items have also proven very popular, including biscuit tins, of which 50,000 have been sold.

Overall, it is expected that six million people will host house parties over the weekend to celebrate the Queen’s Diamond Jubilee, and that the average amount spent by each could amount to £424 million spent in total on food, drink, decorations and other commemorative purchases.

The mind-blowing statistics only cover the people who plan to party at home too. When taking into account the millions of people who plan to descend on the capital city, as well as hundreds of towns and villages organising their own gatherings, the UK is all geared up for one hell of a party.

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