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Viral trend sparks nationwide demand for velvet ribbon
A small gift shop in Lincoln has sold over 6 miles (10km) of velvet ribbon in recent weeks, driven by a social media trend encouraging festive paper chain decorations.
How a TikTok craze transformed sales
Josie Rossington, owner of independent store Follie in Lincoln, said orders for the ribbon had surged from across the UK after users on TikTok and Instagram began sharing tutorials for velvet ribbon paper chains.
"It has gone a bit bonkers," she told reporters. The volume sold in the past few weeks would stretch back and forth across the Humber Bridge five times, she added.
From local shop to nationwide appeal
Rossington only started stocking the velvet strips last year but has since attracted customers from London, Cornwall, and Scotland. "Everyone wants ribbon for their wreaths," she said, attributing the spike to the online trend.
"There's a craze on Instagram and TikTok at the minute of people making velvet ribbon paper chains. It's all gone bonkers because of that."
Josie Rossington, Follie owner
What's behind the decoration trend?
The viral challenge involves crafting festive paper chains using velvet ribbon, a simple yet visually striking decoration that has resonated with users on social platforms. The trend has turned a niche product into a must-have item for holiday decorators.
Local business feels the impact
While the surge in demand has been unexpected, Rossington's shop has adapted quickly, fulfilling orders from across the country. The trend highlights how social media can rapidly influence consumer behavior, even for small, independent retailers.
