Quick-thinking convenience stores experienced bumper sales following the birth of the royal baby, helping the nation toast the new arrival, and rekindling patriotic fervour.
Staff at Manchett’s Budgens in Burwell, Cambridgshire, were rewarded with corking wine and champagne sales, owner Mandy Manchett told Convenience Store.
“We still had a large cardboard cut-out of William and Kate from the royal wedding so as soon as we heard the baby had been born we dusted that off and added some balloons to inspire our shoppers to celebrate the occasion with us, which they did as we saw a significant uplift in alcohol sales,” Mandy said.
“I think it’s so important for community stores such as ours to get involved with events like this. It brings people together, creates a talking point, entertains the staff, and sales benefit,” she added.
Sales of champagne at Co-operative Food stores rocketed by 75% on the day of the birth as celebrations were held across the country. Sales were led by the group’s own brand champagne which it placed on promotion at £16.99.
Limber Village Stores in Grimsby also celebrated the birth by making the most of a recent P&H promotion on Pampers, selling packs for £3.75 and Pampers 64 wipes for £1.
Newspaper sales were also buoyant the day after the birth, said Nisa retailer Matt Croft, of Croft stores in Silverstone. “People were coming in throughout the day to buy up the papers which no doubt many of them will keep as souvenirs,” he said.
The Times newspaper claimed the royal baby souvenir edition battle, with sales up more than 50,000 copies the day after the birth, according to unofficial industry figures quoted in The Guardian.
The Centre for Retail Research (CRR) estimates that the birth could boost retail sales by around £243m over the next few weeks until August 31.
“We put a tweet out and updated our Facebook page as soon as the news of the birth broke , urging our shoppers to reserve their souvenir edition newspapers. It had a fantastic impact, we had quite a few phone calls, and we sold many more papers than we would normally. It just goes to show the power of this new type of advertising and what can happen when you react quickly.”
Sedlescombe Village Stores, East Sussex
“When times are tough for people, it’s great to have something the whole community can join together and celebrate. With our Dersingham store being so close to Sandringham, we are already planning on celebrating Prince George’s Christening in style.”
Community liaison and HR manager, James Graven