A right royal celebration

Children's fancy dress Jubilee outfits

The Queen’s Diamond Jubilee outsells the Royal Wedding as red, white and blue fever hits record high

With The Queen's Diamond Jubilee weekend fast approaching, the flag is flying high at Sainsbury's with 403 miles of bunting sold and over 475,000 flags sold with one day still to go.

A traditional celebration is planned for most Brits with tea and cake at the top of the shopping list, Union Jack cake stands up 2,783 per cent and Union Jack teacups and saucers up 5,588 per cent week on week, sales figures from the supermarket reveal.

Surprisingly, the same foods that marked the coronation celebration back in 1953, are still dominating shopping lists with coronation chicken, a dish invented for the occasion, the classic British trifle and Victoria sponge still being served up 60 years later.

However, with the increasing popularity of BBQs, the retailer has seen sales of BBQ equipment rocket 647 per cent and is also expecting sales uplifts this week of 500 per cent for BBQ meats and 600 per cent for bread rolls. Sainsbury's also expects to sell nearly 10 million servings of strawberries, 1 million jars of jam, 4 million loaves of bread, 20 million cans or bottles of beer, 295,000 bottles of champagne and 180,000 bags of charcoal over the Jubilee weekend.

Robbie Feather, General Merchandise Director for Sainsbury's said, "Record sales of flags and bunting were seen in 2011 thanks to the Royal Wedding but current indications show that The Queen's Diamond Jubilee is set to far outstrip last year's demand.

"The Jubilee celebrations look set to be the most exciting royal occasion yet with more people than ever before snapping up memorabilia, themed products and party food and drink. With BBQs galore and almost 10,000 street parties expected across the nation, it appears Brits are gearing up for a summer like no other".

Royalists are even snapping up patriotic DVDs with sales of The Queen, starring Helen Mirren up 255 per cent, Young Victoria up 154 per cent, The Duchess up 1,138 per cent and The Kings Speech up 79 per cent, week on week as well as Diamond Jubilee CDs selling 125 per cent more week on week.

However, research from the supermarket into the country's plans for the Jubilee has discovered that Brits are divided on how best to throw a right royal knees up*.

The cities most likely to be celebrating are Belfast and Sheffield although the big spenders are to be found in London.

Perhaps mindful of the unpredictable weather, Belfastians are keen to watch the celebrations on TV, whereas the rest of the country is taking a chance on al fresco street parties and BBQs, resulting in sales of outdoor furniture already soaring 470 per cent.

Mancunians are most likely to go to a street party (44 per cent) whilst the refined residents of Nottingham are buying tea sets ready for a traditional afternoon tea party (25 per cent). In Brighton, the beach calls out for a picnic - the most popular way to celebrate in the city.

Regional variations are even evident regarding the 'Great British Menu'. The East Midlands is opting for a retro menu with sausage rolls, cheese and pineapple and pork pies featuring high on the shopping list. In contrast, Londoners are hoping for a sophisticated do with canapés top of the weekly shop.

East Anglians have the sweetest teeth of the nation, stating that they were most looking forward to scoffing trifle, ice cream, profiteroles and Victoria sponge cake at their Jubilee parties. Virtuous inhabitants of the South East, however, are spending their time preparing fruit salads.

Although a bank holiday barbie is proving universally popular for the long weekend with sales of paper tablewear booming 94 per cent, it's in the North East, that the outdoor cook-up rules supreme. Almost half (44 per cent) of those surveyed in the region are planning on purchasing BBQ meats specifically for the Jubilee.

Feather continued, "Just like the Royal Wedding, street party fever has hit the UK and from our Queen fancy dress outfit, currently a runaway bestseller to the humble pork pie, a good old-fashioned shindig with friends and family is proving lovely jub-i-lee".    

Notes to Editors

*Research carried out between 21.05.2012 and 25.05.2012 with a sample of 1,000 UK adults

Sainsbury's will be supporting a number of events over the Jubilee weekend, including Sainsbury's Jubilee Family Festival in Hyde Park on the 2nd and 3rd June and the Thames Riverboat Pageant on 3rd June, where two boats will carry Sainsbury's guests and colleagues.  On 4th June, over 4,000 Queen's Diamond Jubilee Beacons will light up the length and breadth of the United Kingdom, Channel Islands, Isle of Man, the Commonwealth and other countries around the world to mark 60 years of The Queen's reign and this is believed to be the highest number ever lit since records began.

British Products:

  • Sainsbury's offers British products at their best and when in season, with many 100% British all year round such as milk, fresh chickens, fresh sausages and eggs.


About the article

  • Posted on: 01 June 2012
  • Type of article: Press release