Coronation merchandise flies off shelves

Coronation merchandise flies off shelves

Almost half of Brits (40 per cent) are excited about the King’s coronation this weekend. With that national excitement will come additional retail spending, with 32 per cent of Brits making purchases around the coronation. That’s according to new data from omnichannel marketing platform SAP Emarsys.

The research, which surveyed 1,000 Brits, reveals that:

  • 10 per cent have bought decorations
  • One in five (18 per cent) are spending on alcohol
  • One in ten (11 per cent) are celebrating with meals out

On average, Brits will spend £86 on the celebrations, while over 5.6m Brits are set to spend more than £100, directly as a result of the Coronation.

Last year saw 57 per cent of UK consumers made a purchase as a direct result of the Queen’s Platinum Jubilee, with party food, alcohol, and decorations topping the list of pre-event purchases.

Heath Barlow, VP EMEA at SAP Emarsys reinforces the value of hooking those customers, stating: “Retailers should make the most of the celebrations in order to benefit from a boost in sales. That means getting smart with marketing plans, using data and personalisation to reach those 40 per cent of customers who are most likely to be stocking up for a party and then giving them a reason to keep them coming back after it’s over.”


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