Searches on Waitrose.com for tea party treats have seen large increases on the week and its predicted to increase again as a new Bridgerton series launches again on our screens.
Waitrose’s afternoon tea inspiration page on Waitrose.com has seen visits increase by 400% compared to the same time last week, in the run up to the new series of Bridgerton.
The top product searches including Mini Desserts, Mixed Berry Trifle, Victoria Sponge Cake and Sultana Scones increasing by 400%, 150%, 50% and 34% respectively. Sales of clotted cream and jam have increased 9% and 6% compared to the same time last year, as customers purchase the most crucial accompaniment for their scones and adding a beautiful frosted finish to the table – cupcake sales have increased by 47%.
Additionally Bridgerton style tea parties have grown in popularity on TikTok with a number of content creators posting inspo ahead of release date – with @bridget.lucille, @nataliaelena and @adarachel21 racking up almost 2 million views collectively. #AfternoonTea on TikTok has also climbed 10 places to the 25th most used food hashtag in the past week and has seen an increase of 45% in usage compared to the same time last year.
Waitrose customers are also looking to get creative in the kitchen and bake up a storm with a number of recipe searches, including easy strawberry & vanilla jam, the perfect scones and toast & marmalade muffins up 100%, 67% and 54% compared to the same time last week, respectively.
