Bake Off effect hits Hobbycraft

Bake Off fever has swept the nation once again, with sales trends at Hobbycraft indicating that shoppers are heading to the kitchen to create their very own show stoppers.

Sales data reported by the arts and crafts retailer suggests that cakes in particular are a popular choice. Cake stand sales have risen by 34% on last year, with cake boards and cake boxes up 10% and 18% respectively. Sales of cake pillars are up 16% while food colouring is up 18% and other baking ingredients are up 6%.

Hobbycraft customer director Katherine Peterson commented: “We have been captivated with this year’s [Channel 4 series] ‘The Great British Bake Off’ so it’s great to see that our customers seem to also be getting in the baking spirit.

“We have a great variety of baking tools and storage boxes available, as well as the ingredients themselves. We have some great offers across the range, so there are some great opportunities for people to take inspiration from such an iconic show.”

Hobbycraft has also reported a large increase in online searches for baking related products on its website. Searches for icing are up 62%, with mixing bowls up 20%, food colouring up 83% – and cake turntables up a staggering 267%.

Founded in 1995, Hobbycraft bills itself as the UK’s largest arts and crafts retailer with more than 90 stores. It sells over 35,000 arts and crafts products for hundreds of creative activities, from baking, home craft, art, jewellery making, knitting, sewing, kids’ crafts and model-making to accessories for weddings and celebrations.


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