American excitement for the Jubilee might outdo that of Ye Olde England, according to new consumer research from customer engagement platform, Emarsys.
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“Royal events like the Jubilee have always been a uniquely British opportunity for shoppers to spend, and that interest doesn’t stop East of the Atlantic. ”
The study of over 2,000 US consumers found that 44% are excited* about royal events, compared to just 41% of Brits who feel the same way. This excitement may be driving a royal retail boom, with 48% of Americans planning to stock up on items over the Platinum Jubilee weekend. According to Emarsys’ retail data, 19% have been seeking out Jubilee-themed products** including commemorative newspapers, tableware, and t-shirts.
A feast fit for a king is clearly a top priority for the celebration: with barbecue food (22%) topping the shopping list of items being bought by US consumers over the Queen’s Platinum Jubilee weekend, closely followed by alcohol (18%) and cakes/biscuits (15%). There’s also a place for ‘traditionally English’ food (12%) ahead of the celebrations.
Over the Jubilee weekend, many Americans will be holding court: a whopping 49% intend to do something to celebrate the Jubilee, with watching the event on television (18%) and barbecues (15%) leading the way. However, not all Americans will be spending a king’s ransom. Two in five (40%) won’t be spending anything at all, while more than a quarter (28%)*** estimate they will spend $65 or less.
Commenting ahead of the Jubilee, fashion designer David Emanuel — co-designer of Princess Diana’s wedding dress — said; “Royal events like the Jubilee have always been a uniquely British opportunity for shoppers to spend, and that interest doesn’t stop East of the Atlantic.
“The interesting challenge for retailers and brands looking to make the most of the celebrations is navigating that network of consumers. With so many Americans keen to get involved in the big day, they need to meet customers where they want to meet, with the right content at the right time. Retailers must not only trigger a purchase but create loyal brand ambassadors that keep coming back for more — even once the Jubilee is over.”
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