Why you might have to look a lot harder to find discounts on baking and kitchenware thanks to GBBO
LovetheSales.com claims nervous retailers dropped kitchenware prices ahead of the new GBBO series, only to put them up again after viewers to Channel 4 hit 9.5 million
IT wasn’t just the fans who were worried about Great British Bake Off moving from BBC1 to Channel 4.
Retailers who usually bank on the popularity of the show to boost sales of kitchenware dropped their prices ahead of the first episode in an attempt to encourage budding bakers to buy their products.
But after the first episode received record viewers for Channel 4, with 6.5 million people tuning in, it seems it was the confidence boost retailers needed to ditch discounts.
Discount website LovetheSales.com has found that there was a 58 per cent increase on retailers slashing the prices of KitchenAid products before the first episode.
In particular, the KitchenAid 125 Artisan Stand Mixer which features heavily in the show was a popular product for retailers to discount, with around £50 knocked off the top price.
But since airing of the new series began, the discount is only available on the “mini versions” of the mixer.
Ahead of the show’s launch, three retailers cut the price of the Dualit 89300 Hand Mixer by £20 (original RRP £60-70), but now only one of the discounts remain on offer.
This type of sales spike has been dubbed the “Bake Off effect” after eBay reported a jump in sales of kitchenware of 133 per cent in the time immediately after the show aired in 2016.
The Morphy Richards Accents Stand Mixer which usually costs between £100 and £130, was discounted by around 15 per cent by a number of retailers but they are back up to full price since the show was aired.
Founder of LovetheSales.com said that GBBO’s move to Channel 4 had retailers “nervous”.
He said: “We saw large volumes of discounting prior to launch, with many of those offers to be withdrawn only days after, once the show appeared to have settled in nicely to its new home.
How to get bargain Bake Off gadgets
IF you're in the market for new baking or kitchenware, there is still a way to secure discount.
- DOWNSHIFT Look for cheaper brands who sell similar products at a fraction of the price. Aldi and Lidl are at war over their cut-price baking range
- SECOND-HAND You don’t always need kitchenware that comes straight off the shelf. Look for secondhand electrical kitchenware selling for a smaller price on sites such as Gumtree or eBay, or at carboot sales
- GET DISCOUNTS Keep an eye out for discounts either online or in stores, particularly before the show airs. Websites like HotUKDeals, Vouchercodes.co.uk or MoneySavingExpert are a good place to start.
- GET CASHBACK Check Quidco and TopCashback to see if you can get cashback on your shopping. They pay you to click through and buy items from retailers. Read about how one reader made £600 in a year using them.
“That said, there are still some appealing discounts on some of the key electricals used in the show, such as food mixers and processors.”
Aldi has launched a GBBO inspired baking range, which includes a stand mixer that is six times cheaper than a KitchenAid.
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