By Jack RoystonShareNewsweek is a Trust Project memberMeghan Markle's lifestyle business has seen an "uptick" in sales approaching Thanksgiving as early problems appear to have been "ironed out," a Sussex source told Newsweek.
The Duchess of Sussex launched As Ever in April as a companion to her Netflix cooking show With Love, Meghan and initially it focused on produce, such as jams, honey and edible flower sprinkles.
Now, though, As Ever is gearing up for the holiday season with Thanksgiving approaching on Thursday and has seen a spike in sales as a result, insiders say.
"There has been the inevitable seasonal uptick that you would expect, Thanksgiving being this week and then we start running into Christmas," the source told Newsweek. "It's all going very well."
...Why It Matters
Meghan and Prince Harry's first few years in America were dominated by their high-profile battles with the Monarchy but since 2023 they have focused more on U.S. projects than public criticism of the royals.
Meghan has sought to rebuild her relationship with the American public, leading to her re-launch as a lifestyle influencer through As Ever and With Love, Meghan.
What to Know
Initially, problems with As Ever's supply chain meant each stock release sold out in minutes, leaving customers frustrated. The brand later expanded into wine, partnering with an established vineyard to allow Meghan to add her own branded As Ever wine bottles to the online shop.
Although no independent sales data has been made public, those early supply chain problems appear to have settled down, meaning that since late summer curious fans of the duchess have always had something available to buy, from spreads to teas and candles.
What People Are Saying
The Sussex source told Newsweek: "Everybody's really pleased that some of the gremlins that were there at the start—that are inevitable with any new business—seem to have been ironed out now... as it related to things like supply chain, production, scalability, that sort of thing.
"It all seems to be in a pretty good place but it's still a young business. There's still and always will be room for improvement, but it's going really, really well. It's starting to find its stride now."
U.K. based brand and culture expert Nick Ede suggested the boost may have come from a sitewide 20 percent discount, which is advertised on the site but was also emailed out to newsletter recipients on Monday. On November 20, the site ran a promotion offering free shipping on wine orders, saving customers $20 per order.
"Obviously this is the most important time for brands," Ede told Newsweek. "In the U.S. you have Christmastime but also Thanksgiving and you've got Black Friday as well, which is worldwide. And it's all about giving your customers the best possible prices.
"With As Ever they've created a sitewide 20 percent off all products because obviously they'll go: 'I can buy a candle at $65 but now I've got $12 off.' So it can look like a real bargain.
"In doing so, people will buy double. So one customer will say instead of saving $12 on one, I'll save more because I've bought three. It's a psychological way of increasing online footfall.
"A brand like As Ever is very much about the customer data so this is a great way of incentivizing new customers who may not have bought anything before."
What Happens Next
The progress sets Meghan up for the release of her Netflix With Love, Meghan holiday special on December 3, when fans can look forward to seeing some more of her recipes and party ideas. The pressure is on for Meghan to make a success out of it, since she has not yet received the green light for a third season.
Of course, Meghan can also expect a healthy dose of public criticism, not least from the British press.
The Daily Telegraph wrote after the release of the trailer last week: "Meghan’s tone-deaf audacity has reached new heights. In fact, there was something freshly, brazenly breathtaking about the trailer pedaling her wearisomely woke Happy Holidays schtick.
"At no point did the C-word cross her lips. Not when she was larking about in the Christmas tree lot. Not when she was cobbling together a Christmas wreath from hedge clippings and desperation. Not even when she was laying out elaborate cookies for Father Christmas."
Do you have a question about King Charles III and Queen Camilla, Prince William and Princess Kate, Meghan Markle and Prince Harry, or their family that you would like our experienced royal correspondents to answer? Email [email protected]. We'd love to hear from you.
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