Tennis fans have turned their back on traditional Wimbledon afternoon tea treats with sales of gin and jam plunging during this year’s tournament, data shows.
Analysis by retail experts Reapp reveals that sales of jams and spreads have plunged by over a quarter (26%) compared to the same period last year1 .
It comes as jam prices have leapt by nearly 50% year on year increasing from £1.37 to £2.041.
The afternoon tea staple of chilled desserts had also been hit with sales dropping by 12.5%2.
There were also fewer gin and tonics drunk at home – with bottled gin sales falling by over 50%3 .
At the same time crisps also saw a sales decrease of nearly seven per cent with a price rise of five per cent 4.
Yet beer bucked the overall trend with sales up over 10 % despite prices rising by 19 %5.
Week 1 beer sales this year peaked on day 5 of the tournament which saw over 53,000 units sold as fans watched Andy Murray exit the competition after his loss to Stefanos Tsitsipas 5 .
Reapp Commercial Director James Lamplugh comments: “Our recent analysis shows that even major British institutions and sporting events such as Wimbledon aren’t immune to the impact of cost of living.
“It is clear that, as food prices continue to rise, British shoppers are having to cut back on luxuries they would, in previous years, treat themselves to, to celebrate occasions such as Wimbledon.”
1 Data from jams and spreads brand across two major supermarkets
2 Data from chilled desert brand across two major supermarkets
3 Data from gin brand from one major supermarket
4 Data from crisps brand across three major supermarkets
5 Data from beer brand from one major supermarkets