Emarsys: Americans More Excited Than Brits for the Queen’s Jubilee!

INDIANAPOLIS--(BUSINESS WIRE)--American excitement for the Jubilee might outdo that of Ye Olde England, according to new consumer research from customer engagement platform, Emarsys.

The study of over 2,000 US consumers found that 44% are excited* about royal events, compared to just 41% of Brits who feel the same way. This excitement may be driving a royal retail boom, with 48% of Americans planning to stock up on items over the Platinum Jubilee weekend. According to Emarsys' retail data, 19% have been seeking out Jubilee-themed products** including commemorative newspapers, tableware, and t-shirts.

A feast fit for a king is clearly a top priority for the celebration: with barbecue food (22%) topping the shopping list of items being bought by US consumers over the Queen's Platinum Jubilee weekend, closely followed by alcohol (18%) and cakes/biscuits (15%). There's also a place for 'traditionally English' food (12%) ahead of the celebrations.

Over the Jubilee weekend, many Americans will be holding court: a whopping 49% intend to do something to celebrate the Jubilee, with watching the event on television (18%) and barbecues (15%) leading the way. However, not all Americans will be spending a king's ransom. Two in five (40%) won't be spending anything at all, while more than a quarter (28%)*** estimate they will spend $65 or less.

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Commenting ahead of the Jubilee, fashion designer David Emanuel — co-designer of Princess Diana's wedding dress — said; "Royal events like the Jubilee have always been a uniquely British opportunity for shoppers to spend, and that interest doesn't stop East of the Atlantic.

"The interesting challenge for retailers and brands looking to make the most of the celebrations is navigating that network of consumers. With so many Americans keen to get involved in the big day, they need to meet customers where they want to meet, with the right content at the right time. Retailers must not only trigger a purchase but create loyal brand ambassadors that keep coming back for more — even once the Jubilee is over."


About Emarsys

Emarsys, an SAP company, is the omnichannel customer engagement platform that empowers marketers to build, launch, and scale personalized, cross-channel campaigns that drives business outcomes.

We partner with more than 1,500 companies from global enterprises to fast-moving mid-market brands across industries.
  • Emarsys is purpose-built to give more power to marketers so they can:
  • Accelerate time to value by quickly onboarding data and channels to deploy cross-channel campaign
  • Deliver real-time, 1:1 personalization that builds trusted, loyal, and lasting customer relationships with every interaction
  • Succeed with proven guidance to make smart, quick decisions with data-driven insights and analytics
  • Produce measurable results that drive predictable and profitable growth throughout the customer lifecycle


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The study of 2,011 nationally representative US consumersfor Emarsys was conducted between 05/10/22 and /05/13/22 by Opinion Matters. All research conducted adheres to the MRS Codes of Conduct (2010) in the UK and ICC/ESOMAR World Research Guidelines. Opinion Matters is registered with the Information Commissioner's Office and is fully compliant with the Data Protection Act (1998).

* Excited is a combination of 'Very excited' and 'Quite excited' answer statements

** Jubilee-themed items include a combination of 'commemorative tableware', commemorative newspaper', 'commemorative t-shirt', 'platinum jubilee coin' and 'commemorative tea towels'

*** This figure is derived from respondents who estimated they would spend between $1 and $65 over the Queen's Platinum Jubilee weekend



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