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Can we expect The King’s Coronation celebrations to lift sales?

Royal celebrations are just around the corner as the nation comes together to commemorate the coronation of His Majesty King Charles III and The Queen Consort…. View Article

COMMENTARY

Can we expect The King’s Coronation celebrations to lift sales?

Royal celebrations are just around the corner as the nation comes together to commemorate the coronation of His Majesty King Charles III and The Queen Consort.

Come May 6th, we will all bear witness to this once-in-a-lifetime event that will be remembered for years to come. Fingers crossed, the event will have a positive impact on the retail and hospitality sector.

James Hardiman, senior analyst at the British Retail Consortium commented: “Given the King’s coronation will be such a historical event, we expect an even larger uptick in retail sales, with consumers flocking to purchase coronation related-memorabilia, bunting, and food and drinks to celebrate the occasion.”

The Retail Bulletin asked Wizz Selvey, retail expert and Founder & CEO of Wizz&Co what to expect: “The Coronation is a great opportunity to shop for fun and playful merchandise, and for retailers to create something new and memorable for shoppers.

“Pop-ups have shown real successes for retailers big and small since the advent of the Pandemic, so I’m predicting we’ll see some fantastic activations and IRL events, displays and interactive setups from brands in major cities this summer.

“London will, of course, be a hub for activity, but as the Coronation is happening in Windsor, I think this gives brands a good opportunity to spread their attention around the country and engage a wider audience. It’s also a great opportunity to build community and engage with shoppers on social media and through newsletters, with colourful, jubilant content everywhere.”

According to Emarsys research, 40% of the British public are excited about the King’s coronation. With that national excitement will come additional retail spending with 32% of Brits planning to make a purchase to celebrate.

Last year saw 57% 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. To mark King Charles’s coronation, the average Brit is set to spend £86 preparing for the event.


What can we expect to see from Retailers and brands across the nation?

According to Sainsbury’s, 71% of shoppers are planning to gather with friends and family to watch the event. The retailer has created a ‘royal range’ of food and drink to mark the occasion including a Taste the Difference Coronation English Sparkling Wine, an Orange Gin Liqueur, treats including royal cupcakes,  and a pork and cranberry crown centre-piece.

According to Marks & Spencer, it wouldn’t be a celebration without bunting. “In preparation for jubilations up and down the country, we can reveal M&S have bought 85,000 units of union jack bunting,that’s 255,000 metres and 158 miles of union jacks (a mega 1.7 million flags to be precise),” said a spokesperson for M&S.

Chocolate brand Cadburys (Mondelēz International) have launched four limited-edition bars to help the nation celebrate. The iconic Cadbury Dairy Milk purple packaging will receive a Royal inspired redesign that will see the commemorative, limited-edition bar adorned with a regal, white crown emblem.

Gemma Flanigan, Cadbury Brand Representative at Mondelēz International, commented: “Cadbury and Fry’s have a long-established history of marking Royal occasions. As people across the country savour this special moment and join together to mark The King’s Coronation, we hope these new commemorative bars will be a welcome addition to the celebrations this May – and perhaps future collectors’ items for shoppers!”

Hobbycraft have launched two Coronation-themed in-store workshops for kids. Priced at just £5, each workshop purchase includes all the equipment and materials required. Kids’ can choose from either a Royal Peg Dolls or Crown Making class.

Aldi has launched a range of tipples for the Coronation including a limited edition Coronation Craft Beers and a new Infusionist Scottish Raspberry Gin Liqueur.

As Britain’s oldest cheesemonger; Paxton & Whitfield, who gained their first Royal Warrant to Queen Victoria in 1850,  has launched celebratory tiered cheese ‘cakes’, and a wide selection of limited edition royal gifts and hampers.

Tesco customers will be given a taste of King Charles III’s coronation through an experience created by agency N2O. Visitors to selected Tesco stores will be able to enjoy a regal feast that includes finger sandwiches, gin & tonic, and other distinctly British food and drink. Then, they will be able to capture the spirit of the coronation via a gilded throne photo opportunity. Other exclusive products available at Tesco include a Coronation cusions and a cuddly King Bear.

 

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