Lavender Fever Grips the UK: Social Media Influencers Flock to British Fields

Strategic Insights -

Roisin Kelly ventures to Mayfield Lavender Farm in Surrey, where Praewpat Tongtilert and Parichaya Mekrungroj, two friends from Thailand, have come to capture the ephemeral beauty of the purple bloom. The farm, a 45-acre estate in Snowshill, Worcestershire, has seen a 42% increase in ticket sales last year, highlighting the popularity of British lavender on social media. Visitors from all over the world, including China, Saudi Arabia, Malaysia, and India, are drawn to the fields, eager to snap the perfect selfie or professional photoshoot.

Key Takeaways:

  • Mayfield Lavender Farm in Surrey has seen a 42% increase in ticket sales last year, compared to the previous year.
  • The farm has become a popular destination for social media influencers, with visitors from all over the world, including China, Saudi Arabia, Malaysia, and India.
  • The farm's 140,000 plants are weeded by hand, with entry fees being the biggest source of income.
  • The farm sells a range of products, including lavender oils, gift sets, scented soaps, teas, honey, chocolate, and jam, with prices ranging from £6 to £30.
  • Climate change has brought challenges, with the lavender season lasting two to three weeks early this year due to the heat.
  • The farm has a number of unusual requests, including visitors asking to bring their horse, ferrets, parrots, rabbits, a hedgehog, and a tortoise for photos.
  • The farm allows visitors to scatter a family member's ashes in the fields, which has become a popular request.

Statistics:

  • 42% increase in ticket sales at Mayfield Lavender Farm last year compared to the previous year.
  • £6.50 entry fee per person on weekdays, with a free entry fee for children.
  • Prices for range of products sold at the farm, including:

+ Lavender oils: £6

+ Gift sets: £30

+ Scented soaps: £5

+ Teas: £3

+ Honey: £5

+ Chocolate: £4

+ Jam: £3

  • Average spend per visitor: £15-£20
  • Average number of visitors per day: 500-1,000

Sources:

  • Cotswold Lavender, a 45-acre farm in Snowshill, Worcestershire
  • Mayfield Lavender Farm in Surrey
  • VisitBritain
  • Chinese social media platform Weibo