Further pr discussions with the lone gunman now in charge!

[jeffgoldblum]

im hoping that @Atlusvuewill not mind me continuing her work, I have a feeling that there is more to discuss and come!

When will that be ?
Is she still only selling to US addresses ?

Indeed!

There was an initial flurry of interest with journalists, YouTubers and Tiktokers buying for reviews, plus fans. Now there is little interest. Maybe the fans are still buying but I can't imagine who else would buy her stuff, especially at those prices. When you want jam you pop a jar in your shopping at the supermarket, even a more expensive brand if that's what you like, or maybe buy a souvenir jar at a stately home or from a farmers market. You don't go online to buy a single or even a triple box of jam, paying an inflated price plus postage.
As for international sales, don't make me laugh. I doubt anyone outside of USA or UK has any interest in them at all.

Her honey is apparently $28/£21.60 for a 9oz/255gm jar - no idea about the USA market for honey but I am very fussy about honey, invariably buy UK only, usually Scottish or local producers. I am also very partial to this honey from Seggiano which I buy occasionally at an upmarket garden centre.
£12 for a 500gm jar. I like the Chestnut honey, it has a different flavour, slightly savoury, and I drizzle a teaspoon on my muesli.
Local homegrown is about £7 or 8 for a 500gm jar depending where I buy it.

seggiano.com/product-category/honey/?srsltid=AfmBOoo4aG0IUWgQIjyvi8VZvHSVtawnYO1glwlinTKZNsJdOEvkmlBO

Absolutely no way she sold one million jars of jam.

Someone on Reddit did an analysis of the traffic to her site up to October hopefully they will do it again for Nov / Dec. It certainly doesn’t look like traffic that would generate orders for a million jam jars.

TRAFFIC

Traffic to the website has been in steady decline for the past three months...and even with the new drop, the trend continues, with an 18% decline in traffic since September.

October: 196,831 TOTAL visits
September: 240.5K visitors
August: 317.9K (the last drop)
July: 342.9K

Interesting to note this is TOTAL visits, meaning return visits are counted in the total. So if you checked the site 5 times, you will count as 5 visits. This is different to unique visits, which only counts non-repeat visitors.

Site traffic peaked with the new drop in late October, with the period of October 22-28 accounting for 61, 627 visits. October 28 was the day the new drop was released, and there was a sharp decline in the days following, with only 35,868 visitors from October 29-31.

Bounce rate: 31.28%, slightly higher than last month's 30.15%. This means 30% of visits only visit the homepage and go no further. These are often bots or webcrawlers.

Time spent on site: The average time spent by visitors is less than it was in September. In October the average visit was 1:21 (one minute 21 seconds), whereas last month it was 1:36 (one minute 36 seconds), hardly enough time to make a purchase.

Country: More interesting, since I signed up for a free account on similar web, the analytics of Country of Visitor is different. Last month, it said 45% of visitors were from the USA, however that was DESKTOP only. With the free account, I learned the percentage of visitors from the USA is quite less when it comes to total traffic, 37.64% across all devices (desktop and mobile). Since the USA is the only country that As Ever sells to almost two-thirds of traffic are looky-loos, with no way to purchase.

They are so stupid to be putting out unbelievable numbers.

Every time they release an article about how successful As Ever is it makes me think that they haven't sold much. Successful businesses get trade papers writing about them, they don't need to blow their own horns. If As Ever was really shifting that amount of stock we would know about it without Meghan lifting a finger.

The maths certainly isn’t mathing!

They are so stupid to be putting out unbelievable numbers

Very shortsighted.

What is that saying from Forrest Gump ‘Stupid is as stupid does.’

If she were "going global" (with MM that could mean being stocked in Harvey Nichols in Dubai and nothing else), she wouldn't be doing pop-up tables in a Montecito bookstore or in her local Soho House branch.

One of the greatest services H&M have done for the public is to lift the veil on 'reporting' and 'journalism', influencing, some royal stuff, some securidee stuff, some royal finances. For MM to have gone on stage lecturing on entrepreneurship at whatever conference and be interviewed by Bloomberg about As Ever tells people what they need to know about such conferences and Bloomberg interviews - As Ever is totally incidental and forgotten in the bigger story of paid publicity.

So many wasted opportunities. Tragic.

I also have no clue who might be the target demographic for 'As Ever', beyond her super fans.

Nothing that she is selling is unique or special. She isn't even trying to pretend that it is. You're basically supposed to be so impressed by the Duchess that you buy these bland, mediocre products because you want a slice of her Duchessy life. But that's not how it works, especially not in a competive field in a troubled economy. It doesn't help that the entire vibe is at least a decade behind trend.

I’m no businesswomen but it just seems impossible that a new, niche brand could sell a million units in a relatively short space of time.

You forgot to list the charity jerk-circle scam as something they've shed light on.

If the stock left over from the million jars, is the 200000 inventory, then that means from the launch in March…she has sold on average… 3000 jars a day!

Well, we can put to bed that argument, because all she sold in 24hr period was double digits, both boxed and unboxed added together.

As Ever. Delusional.

As well as ignorant and arrogant enough to outright proactively lie to the general public when everyone has the data to hand.

2026 is going to be so much fun with this reactive, disingenuous, disinformation PR era. Very Trumpian - ‘alternative facts’ etc.

Just hilariously entertaining.

I agree. I love the new PR direction, with Liam responding to every perceived slight with silly nonsense which is easily disproven

How long until Liam is weeping at his desk when not shifting stock at farmers markets 🤣 or more likely charging invictus full price to give them as gifts to veterans.

@Thedomthanks for resharing those stats.

Doing some quick maths, if we took a generous site visit volume at 300k (much less than this in fallow months, but getting spikes around the programmes and new product launches), take a third of that as US visitors, and apply a typical ecomm site conversion rate of 2% (also generous, based on the Shopify average being 1.4% and the fact that she will get a lot of people just visiting to be nosy), that would have her average monthly orders at around 2000, or around 65 per day.

Assume that the average buyer maybe buys 2 items per order, generously call it 3, and give an average order value of $60 - that gives a total monthly revenue of $120k - before any of the supplier costs have been taken into account.

Based on the publicly available data, there is just no way her products can be “flying off” the shelves or making a mega profit.

That checks out. Because I compared the figures from 3rd Jan to 4th Jan (before the glitch was fixed)

From the top of my head:

2 bottles of white
2 bottle of rose
0 Brut
3 candles (poppy)
3 candles (mint)
9 marmalades
2 boxes of honey
7 trio of jams (unboxed )
40 trio of jams (boxed)
I can’t rem the numbers for tea and the mulling spice mix but each were single digits.

This has been posted on X (I don’t look at her instagram, I don’t want to give it the clicks).

I genuinely thought it was a picture of a Petri dish with some novel bacterial growth.

Who the hell puts marmalade on naan bread? And then tops it with dead flowers?

I am crap at SM, but I don't think that is real after looking on insta (and using my eyes)

I don't really use it but having gone on to check I see MM follower counts is still only 4.3 million, that is only a million more than the two main actors in suits, and 1.4 million more than the person that played Donna in the series. This is the proof that she isn't popular or relevant - to sell a million jars of jam you need to have tens of millions of people following you (plus many followers of all accounts are bots)

That's why I always side eye the claims here that Meghan is 'one of the most famous women in the world'. There are celebrities out there with follower counts in the tens or even hundreds of millions. 4 million followers is really piddling for somone with her supposed global fame.

The marmalade-and-sprinkles naan is sadly completely genuine. It’s on the asever instagram account, but it’s not a post, it’s a reel.

Well I went against my principles for a peek. Can’t find that particular shot, maybe it was in a story?
Anyway I see Asever official only has 884K followers which is next to nothing.

I also noticed some of her shots are in the kitchen used for WLM. Does she continue to hire it from time to time to film a few clips?

I try to be fair but please Meghan stop putting dead flowers on everything.

Also her marmalade would never cut it with the WI. Maybe tastes in marmalade are different in the USA but UK marmalade fanatics judge on a clear set jelly with slivers of peel. Hers looks more like an orange jam thick with peel and no visible jelly. As a marmalade maker that is a horror.

I used to have arguments with my mother about chopping versus slicing the peel. I like to take time to cut thin slivers but she insisted it was just as good to simply shove it in the food processor.

I haven’t made any marmalade for a few years but maybe I’ll make a small batch this year. I like it a bit in the runny side, melting into the butter in hot toast.

I was taught to avoid cloudy marmalade! 🤷‍♀️

I'd not noticed how cloudy it is before. That looks more like apricot jam than marmalade.