The nation is set to celebrate the Platinum Jubilee with retro favourites from the 1950s, according to the Co-op’s Jubilee Convenience Report.
Meringue nests, ice-cream cones, golden syrup, and jam are all expected to be on buffet tables, with cakes set to be big sellers and expected to have a sales uplift of up to 20%. Families and communities will be tucking into a Victoria Sponge Cake to mark the historic occasion, with sales expected to be up as much as 75%.
If the temperature spikes, the retailer expects to see people switch to ice cream rather than cake, selling three times as many frozen treats over the bank holiday weekends, with sales of ice lollies expected to go through the roof with an increase of as much as 150%.
It’s estimated that 39 million adults will be doing something to celebrate, with 4.1 million families celebrating the milestone by attending a street party. However, 34% of 16- to 24-year-olds plan to celebrate with their friends, and 24% of people aged 55 and over plan to watch the Platinum Jubilee on TV.
The research found that while a quarter of Brits will be opting for an afternoon tea (21%) or a popular picnic (11%), some will be opting for a less traditional route this year as 31% are planning to host a BBQ to mark the occasion. In addition, sales of English Sparkling wine set to double.
Matt Hood, Co-Managing Director of Co-op Food, said: “Over the last 70 years, shopping habits have changed significantly, but particularly due to the pandemic, our behaviours are mirroring those from the 1950’s more and more.”
Kate Williams, British Historian, said: “The Coronation was an amazingly exciting day and Britain, still recovering from the dark days of World War II lit up in celebration. Food was at the heart of these celebrations as many were coming off long ration periods, which was perfect timing for families to be able to indulge in their favourite treats.
“This year, patriotic spirit is already gripping the nation as we gear up for thousands of street parties and celebrations stretching the length and breadth of the country and it will be an emotional moment to watch how the nation decides to celebrate.”
