Long live the king and luxury shopping! The change of monarch and luxury consumption

Sona Klucarova

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 4, 655-666

Abstract: For countries with a monarch as head of state, a change on the throne is an occasion of historic significance that usually occurs once every few decades. This research examines how such an event might impact consumers’ propensity to engage in luxury shopping. Study 1, conducted in the aftermath of Queen Margrethe II’s abdication, shows that Danish consumers were more likely to buy luxury products after (vs. before) their monarch’s abdication announcement. Study 2, conducted during the official period of mourning following Queen Elizabeth II’s death, demonstrates that residents of the United Kingdom were more likely to purchase luxury items during (vs. before) this period. This increase in luxury shopping propensity in the aftermath of Queen Elizabeth II’s passing was driven by consumers’ heightened desire for impulse buying (Study 3). Framing this event as King Charles III’s accession (instead of Queen Elizabeth II’s passing) led to the same results (Study 4), demonstrating the robustness of the predicted effects. The article concludes by discussing these findings’ implications for luxury retailers.

Date: 2025
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DOI: 10.1080/21639159.2025.2531786

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