King Charles III will be crowned in Westminster Abbey on May 6th 2023. His coronation could bring a boost in sales to all kinds of goods WorldAhead
By Catherine Nixey: Britain correspondent, The Economist2023, King Charles III will be crowned in Westminster Abbey. The ceremony will involve rites that date back more than a millennium; holy oil seasoned with cinnamon, jasmine and civet-cat musk; and, if history is any guide, a sudden spike in sales of some unexpected consumer products.
The royal family has remarkable power to make things fly off the shelves. Elizabeth II’s coronation in 1953 prompted a surge in sales of television sets. It also did wonders for curry powder, used in “coronation chicken”, a still-popular dish created for the event. When the queen died, after 70 years of regally discreet product placement, the cost of buying a corgi doubled, and Dubonnet sold out across Britain.
What products might benefit from Charles’s coronation? Given current attitudes to empire and the new king’s green credentials, his coronation feast is less likely to feature curried food than humble pie. As for Royal Warrants, more healthy, plant-based products seem likely to receive the royal stamp. Fountain pens, less so. A video went viral in September of him signing a visitors’ book with a pen that leaked all over his hand. “Bloody thing,” the king exclaimed.
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