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Royal Baby Drum News UK

Brits more excited about Murray-Mania and Guy Fawkes than the Royal baby says Savvy Marketing shopper poll


By Gillian West | Social media manager

February 25, 2013 | 2 min read

More Brits are looking forward to Wimbledon, Bonfire Night and Halloween than the birth of the Royal baby according to research released by retail and shopper marketing agency Savvy Marketing.

The poll of 1000 UK shoppers revealed that Christmas (82 per cent), Easter (63 per cent), Mother’s Day (62 per cent), Remembrance Day (53 per cent) and Father’s Day (53 per cent), are the events most Brits are likely to get involved with. The impending Royal baby birth ranked 10th with 27 per cent, behind Wimbledon (40 per cent), Bonfire Night (37 per cent) and Halloween (36 per cent).

Of those surveyed, the number of shoppers looking to buy British goods and products has fallen from a high of 72 per cent in September 2012 to 66 per cent in January 2013. The figures also show a drop in British pride, which has fallen eight per cent from 76 per cent in September 2012 to 68 per cent in January 2013. However, the figure remains nine per cent higher than this time last year (59 per cent in January 2012).

Savvy Marketing head of insight Alastair Lockhart suggests “a national post-Olympic comedown and a comparably low key start to 2013” has “inevitably dented the nation’s pride and desire for all things British”.

Lockhart adds: “It’s not all doom and gloom ahead. Our research underlines the importance of retailers making the most of those key retail occasions that take place year-in-year-out.

“In relation to the arrival of the royal baby later this year, we expect interest to grow as the pregnancy develops further and no doubt will see marketing activities up the ante when he or she arrives safely.”

Royal Baby Drum News UK

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Savvy Marketing

As an award-winning creative, retail and shopper marketing agency we help brands and retailers sell more by influencing shopper and consumer behaviours online, in-store and on the move.

Every month through our in-house shopper panel we talk to 1000 shoppers helping us to ensure that every response we give is grounded in real insight, delivering campaigns with sustainable results time after time.

We’re passionate about delivering integrated campaigns and our experience and expertise allows us to ensure we connect the consumer at every touch point. By understanding the many facets of the shopper journey, it's our job to make sure activity is joined up and delivers the commercial results our clients demand.

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