With the Great British Bake Off in full swing, the nation continues to go bonkers for baking with Hobbycraft, the UK’s largest craft retailer, reporting a 51% increase in cookie cutter sales since the last episode.
The second episode saw the bakers go all out to create and decorate gingerbread showstoppers and baking enthusiasts are giving decorating a go at home with sales of piping tools up 30%, along with icing tubes and pens which have seen a 29% increase.
And while the series moved on to biscuits Hobbycraft customers were still keen to show off their cake making skills with the newly launched gravity cake tin seeing an increase of 37% compared to the previous week. The craft retailer has also seen a 1125% increase in sales of layer cake sets and a 1000% increase in cake pillars. Cake stands have also saw an increase of a 33% as baking enthusiast host their own bake off competitions with friends, family and colleagues.
Jenny Watson, Creative Kitchen Buyer at Hobbycraft comments, ‘‘The Great British Bake Off has been and continues to be a phenomenon. What is great about the Bake Off and one of the reasons we love the show, is that it inspires bakers of all abilities to don their aprons. Non-bakers are tempted and encouraged to give it a go and home bakers are keen to get more creative so having the decorating and colourful products such as colour pastes, paint pens, paint brushes and edible glitter stocked up is important for us and for our customers.”
Katherine Paterson Customer Development Director at Hobbycraft comments, ‘We love the Great British Bake Off at Hobbycraft as baking fans ourselves and can already see that our customers love it too with sales increasing across the category. The really interesting thing for us about programmes such as Bake Off and Sewing Bee is that they inspire people to get making, whether it’s people giving it a go for the first time, or an experts showing off their skills and that for us is what it is all about – we can’t wait for the next episode already.’
Hobbycraft is hosting a baking competition for customers to showcase their bakes on social media channels and the Hobbycraft blog – the ultimate prize this year is a Wilton Ultimate Decorating Set worth £130, a Wilton decorating course worth over £600, a food mixer and a baking bundle.
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