The recent Queen’s diamond jubilee celebrations and a summer full
of sporting events like the Olympics are driving up demand for
goods associated with “Cool Britannia”. According to
China-based online marketplace Alibaba.com, its website
experienced a year-on-year increase of 2,450 per cent in global
searches for diamond jubilee memorabilia and a 321 per cent
year-on-year rise in global searches for Queen Elizabeth-related
paraphernalia.
The research also indicates that people all around the world are
developing an appetite for British biscuits, cakes and pastries,
with searches for British baked goods soaring 17 per cent
year-on-year on the Alibaba marketplace.
In addition, as the UK prepares for many sporting events this
summer, small businesses around the world are sourcing
merchandise related to British sports. The Alibaba.com report
shows that there has been a dramatic increase in global online
searches for English football merchandise, rising by 800 per cent
year on year, with the most popular searches being for English
football shirts, badges and mobile-phone cases. Global online
searches for cricket-related products have also seen a rise of
286 per cent with English willow cricket bats being one
of the most common search terms. India (20 per cent), Pakistan (15
per cent), UK (15 per cent) and USA (11 per cent) were the nations
that searched the most for cricket goods.
Overall, customers from the US searched for more British goods
than any other country with a 35 per cent share of all searches in
the past year, followed by the UK (33 per cent), China (18
per cent), India (7 per cent) and Canada (7 per cent).
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