READY, SET, CAKE!
It seems Great British Bake Off fever has swept the nation once again, with recent sales trends at craft retailer Hobbycraft indicates that the British public are heading to the kitchen to create their very own show stoppers! The now famous tent seems to have captured the imagination of a now baking mad nation, and it looks like it’s Paul Hollywood handshakes all round.
The sales figure reported by Hobbycraft suggests cakes in particular seem a popular choice amongst customers. The retailer has reported that cake stand sales have risen by an impressive 34% on last year, with cake boards and cake boxes following suit, being up 10% and 18% respectively. Additionally, suggesting some are looking to be somewhat more adventurous with their bakes, the sales of cake pillars (often used to create tiered cakes) are reportedly up 16% while food colouring up 18% and other baking ingredients up 6%. From cookies to cupcakes, the impressive aforementioned figures strongly indicate that as the competition heats up on Tuesday evenings amateur and indeed more experienced bakers are looking to get a slice of the action.
Katherine Peterson, Customer Director at Hobbycraft comments “We have been captivated with this year’s Great British bake Off so it is 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. We can’t wait to see what masterpieces our customers have been creating!”
In addition to the sales figures, Hobbycraft has reported a large increase in customers searching for baking related products on their website. Searches for icing are up 62%, with mixing bowls up 20% and food colouring searches increasing 83% but the real showstopper are cake turntables, with online searches increasing by 267%. The ever growing popularity of the bake off has inspired a generation of home bakers and amateur pastry chefs, with Hobbycraft’s reported figures suggesting there isn’t a soggy bottom in sight.
Hobbycraft also has the UK’s number one craft blog, with an array of inspiration, tips and tricks to use when embarking on your next bake.