According to the recent PG&H Retail Barometer published in March, almost half of respondents said that they were planning to celebrate the historic occasion of the King’s Coronation, with gift retailers looking forward to hanging out the bunting and decorating their shops with flags.
As well as show stopping window displays, there will also be celebratory food and drink in store as well as related, keepsake Coronation giftware.
Therefore the latest research from Mintel will come as welcome news, as it reveals a sense of patriotism that will be driving a demand for all things British.
From commemorative mugs to Royal-themed tea towels, Royal-inspired memorabilia is proving particularly popular among the young as over a quarter (27%) of under-35s plan to buy into Coronation merchandise, compared to just one in ten (11%) over-55s.
According to Mintel, just under half (45%) of consumers say the Coronation makes them feel more patriotic/proud to be British, with the event set to give a much-welcomed boost to Britain, as over a third (35%) of younger Millennials (aged 27-33) claim the Coronation has made them want to buy more ‘made in Britain’ products, compared to an average of 29% of Brits.
Despite money being tight, a quarter (23%) of Brits say plans for a low-carbon Coronation have inspired them to celebrate in a sustainable way, such as using reusable cups or plates.
“While there is a certain amount of apathy towards the Coronation, Mintel expects Brand Britain to benefit from the big day, driven by an increased sense of patriotism among some Brits,” comments Francesca Smith, senior consumer and lifestyles analyst, Mintel Reports UK.
With three in ten Brits encouraged to buy more ‘made in Britain’ products, the buzz around the Coronation is inspiring people to be proud of their British heritage and British goods.
“However, as money is tight for many and some celebrations will be muted, Royal-themed merchandise still holds appeal as Brits look to commemorate the crowning of King Charles III with Coronation souvenirs. The relatively affordable treats have captured the interest of young Brits in particular. Despite the perception that views towards the monarchy are shifting, our research shows that younger Brits are excited to celebrate the occasion, whether attending a street party, purchasing memorabilia or commemorating with limited edition treats. Many of these young adults will be making the most out of a reason to celebrate and the additional day off by putting on a party and having fun with family and friends.”
Adds Francesca: “It is encouraging that so many Brits are planning to celebrate in an environmentally friendly manner, which is likely to please King Charles III, a committed environmentalist who has long campaigned for better conservation.”
Top: Commemorative Coronation giftware items from Widdop & Co’s Now or Never Studios.The majority of products were finished in-house at the company’s Manchester head office.
