The return of BBC hit show ‘The Great British Bake Off’ fuelled a 170% sales increase in KitchenAid food mixers for four consecutive weeks at Debenhams, as viewers were inspired to get baking.
The department group added that kitchen scale sales were up 20% and baking tools and gadgets including pastry brushes, whisks and spatulas were up 30%.
Debenhams director of homes Steve Lightfoot said: “The influence of ‘The Great British Bake Off’ is amazing. As soon as [co-judges] Paul Hollywood and Mary Berry entered the kitchen, product was flying off the shelves. Customers have definitely got the baking bug and are kitting out their kitchens with the latest gadgets.”
The show’s popularity is also evident in sales of Debenhams’ licensed goods. The retailer said its exclusive The Great British Bake Off kitchen range has experienced a halo effect, selling twice as fast as other gift food ranges, with the hero product being the Star Baker apron.
The range, which includes mugs, cake stand, timers, cake tins, tea pot with tea cup and fridge magnets, retails from £7 to £15