A Lincoln-based shop, Follie, has seen an upsurge in trade owing to a social media trend that has enthralled TikTok and Instagram users. The independent gift store, owned by Josie Rossington, has successfully sold more than 10km of velvet ribbon due to a viral trend in which users design Christmas ‘paper chains’. Orders have come in from across the UK, from areas as diverse as London, Cornwall, and Scotland.
Situated in the centre of Lincoln, Follie provider Rossington has expressed astonishment at the level of public interest, admitting, ‘Things have become a bit lively.’ The sheer volume of ribbon sold in recent weeks would be sufficient to cover the Humber Bridge five times over, emphasising the breadth of the trend’s appeal.
This unpredictable surge in demand underscores the influence of social media platforms as a means to bolster sales for local businesses, alluding to the potential for smaller Lincolnshire enterprises to tap into a national market through viral trends.
This article was adapted from original reporting by The Lincoln Post, sourced from bbc.com.
