UK grocery sales over the week of the Coronation soared by £2.8 billion, exceeding levels recorded for the Platinum Jubilee week last summer.
According to new data from retail analysts NIQ – during the week ending 6th May 2023 – Brits embraced celebrating the coronation with party accessories (+107%), cream and custard (+73%), sparkling wine (+71%) and champagne (+70%).
Despite ongoing financial challenges and soaring inflation, many shoppers seemed to increase their spending compared with the Queen’s platinum Jubilee.
For example, sales for baking ingredients saw a huge uplift, with fresh dough/pastry (+56%), eggs (+45%) and sugar & sweeteners (+40%) rising, respectively.
There was also an increase in sales of beer, wine and spirits (+23%) vs the same week last year.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
It comes as prior to the Coronation, one in five (20%) of British households said they would be stocking up on extra or special groceries for King Charles’ Coronation the bank holiday weekend.
However, with the cost-of-living crisis still a priority concern for consumers, NIQ data from the week ending 29th April – the week prior to the coronation – shows that frozen (16.3%) was the highest performing category in terms of sales.
Brits also opted to plan ahead and stock up their freezers with frozen poultry (31%), frozen potatoes (29%) and frozen chips (28%), indicating some planned cost-saving measures to spend extra on special treats during the celebratory weekend.
“The latest figures show that despite many being financially constrained in the cost-of-living crisis, shoppers still allowed themselves to indulge in additional groceries and treats so they could celebrate the Coronation and long weekend,” NIQ’s UK head of retailer and business insight, Mike Watkins said.
“However, this is a balancing act – while one week they are allowing themselves to indulge, the weeks in between still indicate cost-saving measures, such as stocking up on frozen goods or ambient – shelf stable – goods that are cheaper and last longer.
“The Coronation has added a welcome boost to grocery sales, with many shoppers taking advantage of retailers’ discounts and other incentives,” Watkins added.
