How fine food retailers can capitalise on the Platinum Jubilee opportunity

This June, Her Majesty the Queen will become the first British Monarch to celebrate a Platinum Jubilee after 70 years of service. This historic event, taking place from 2nd-5th June, provides an unmissable opportunity for independent retailers to cash in on high-quality British produce and get involved in local community events.

Preparing for the Jubilee weekend
As Philip Linardos, co-founder and CEO of digital wholesaler ShelfNow, explains, “The Platinum Jubilee is a unique opportunity for retailers to drive excitement and footfall both online and into stores.”

Therefore, it is important that indies get involved in their local community for Jubilee celebrations and dedicate time to preparing for the four-day event.

Dezi Dalton, owner of Rye Deli is excited about joining in with her local communities’ celebrations, “The Jubilee celebrations are set to be an exciting time for the country and every city, town and village seems to be rising to the occasion. In Rye, East Sussex street parties, a grand lunch and BBQ’s and music events are all part of the itinerary for a great long weekend. The retail community of Rye, as I am sure elsewhere too, is meeting the excitement with great ideas!”

Philip continued, “As with other special occasions on the calendar, retailers should start stocking up on products well in advance and prepare accordingly for in-store displays that are in line with the celebratory mood across the country - these could include mini flags and Union Jack bunting.

“Many consumers are likely to make last-minute purchases ahead of the start of the Bank Holiday weekend, so it will be important for retailers to have best-selling products at eye-level in-store.”

But retailers don’t have to stop at union jack bunting, as Danielle Dutton, marketing manager at Cartwright & Butler suggests, “Independent retailers can prepare for Jubilee displays in-store by depicting a street party theme or using traditional regal cup and saucer style displays to celebrate with a Royal afternoon tea.” 

Emma Mosey, owner of Yolk Farm and Minskip Farm Shop is one retailer who plans to fully take advantage of the Jubilee opportunity. “Here at Minskip Farm Shop, we will be preparing by ensuring that our shelves are fully stocked with our own and local produce.  We have plans in place for an event to draw more customers to the farm too!  We will also decorate the farm to encourage people to come down and join in the festivities.”

A British tradition
Emma is expecting British produce to be a big seller in the lead-up to the Jubilee. “We hope our home baking and local preserves will be popular, as well as picnic items. Local gins and alcohol, as well as items for family occasions, particularly our BBQ range if the weather is nice! People love to use a farm shop in the run-up to big family occasions, and we are perfectly placed to provide everything to make the occasion special.”

This is something Philip has also identified. “With the Platinum Jubilee taking place in the summer, consumers will be seeking out food and drink synonymous with this time of year. Retailers should of course ensure a wide selection of traditional British products from teas and jams to biscuits and cakes. Our ShelfNow buyers have also indicated that locally sourced cheeses and meats will prove highly popular with consumers ahead of the Jubilee, as consumers will be planning gatherings and parties with loved ones.

“Afternoon tea is likely to be a popular theme for many consumers too, so retailers could consider stocking a range of scones, platter items and grazing boxes. As a four-day celebration, alcohol will also feature prominently during many parties and get-togethers. The Platinum Jubilee is the perfect opportunity for retailers to further explore British categories such as English sparkling wine, ales and gin as well as low and no alcohol.”

When it comes to baking, Sous Chef’s digital marketing assistant Sarah Larby is envisioning ingredients for Victoria sponge cakes and scones to be top sellers over the next month as shoppers plan the perfect quintessentially British party. “We’re expecting to sell lots of cake stands, baking equipment and ingredients in the lead up to the Jubilee as it’s a bank holiday weekend so people have more time to bake.”

As Dezi puts it, “food and drink forms the basis of all celebrations”, and she has seen “unprecedented catering bookings for the Jubilee celebrations”. Therefore, Rye Deli has been busy preparing “classic favourites like Coronation Chicken, Victoria Sponge cake, Scotch Eggs, Summer Berry Pavlovas and Sherry Trifles, but not forgetting a wide range of tea sandwiches, scones, clotted cream and jam.” According to Dezi, ‘Quintessentially English’ is the hottest seller this upcoming season!

Capitalising on the Jubilee opportunity
According to Emma, independent retailers such as farm shops and food halls are perfectly placed to benefit from the Jubilee event. “During big family occasions, people love to support their local farm shop and get the best local produce for their event. Farm shops and other independent retailers are in the perfect position to make family moments special. We can capitalise on this by telling our customers about it through social media and other local media outlets.”

After two years of restrictions and the inability to celebrate occasions with family and friends, the Platinum Jubilee is expected to be a big one. As Danielle explained, “There is a real buzz around the Platinum Jubilee this year, particularly with the extra bank holiday for all. As a luxury teatime treat brand Cartwright and Butler’s food gifts are perfect for this occasion and we have seen a peak of interest from food halls, farm shops, delis and garden centres.”

Philip concluded, “The Platinum Jubilee is a fantastic profit driver for independent retailers this year. Across the country, families, friends and neighbours will be making plans to get together and enjoy the (hopefully) sunny weather over the long weekend. 

“As a once in a lifetime event, the Platinum Jubilee will make 2022 the year for smaller, independent British brands to truly shine. Consumers are already gearing up for the special occasion and will likely be happy to go the extra mile and buy unique products made with creativity and flair, as they look forward to the memorable event.”