Britain’s economy has been given a royal baby boom. Last month and this month’s consumer spending related to the birth will generate an estimated 304 million euros. That would be less than for the Queen’s jubilee and the Olympics but more than for William and Kate’s marriage.
The little bundle of joy has registered July and August receipts for retailers of around 182 million euros in toys, trinkets and other gifts, 72 million on alcoholic beverages such as Champagne, and 29 million euros on party foods.
It’s a boon for some clothing stores. Spring sales were hurt by poor weather. Thanks to ‘Baby’, they’re out of the blues and putting on the Ritz in terms of endearing items for royal fans.
The founder and managing director of the Jojo Maman Bébé product line Laura Tenison said: “I’m sure that everyone in the British mother and baby industry is grateful to Her Royal Highness for turning the eyes of the world onto the UK and onto UK-designed mother and baby brands.”
Royal Guards pyjamas are among the merchandise, and also a washable nappy, reminding us that, although royal blood may run in Baby’s veins, babies are all equal in other respects. ‘Where there’s muck there’s brass,’ as the saying goes.
Shopper Helen Fox, expecting for September, said: “I’m sure we’ll buy something, a royal baby gift for our baby. But a lot of the stuff that we’ve got so far has been hand-me-downs from my sister, so we have to wait and see how much royal stuff the baby gets.”
And, of course, what parents see Kate and William buy for their child, is likely to fly off showroom floors faster than you can say ‘Jack Robinson’.
Shopper Robin Bennett, who is due in December, said: “I definitely start looking at what she’s buying. It must be good if she’s buying it.”
Kate’s habits aren’t necessarily ruinous to ordinary people; even if she enjoys a royal budget, less well-off copy-cat shoppers were delighted to see her in polka dots – a dress that went for 44 euros.
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