Meghan Markle's lifestyle brand As Ever saw its website traffic decline in September, according to newly released figures. The Duchess of Sussex's brand, which sells items including jams, honey, wine, and candles, experienced a boost in August, the same month she returned to the UK with Prince Harry and their children, Prince Archie and Princess Lilibet. However, the final week of September was one of the website's worst for web traffic in 2026.
Traffic figures show sharp decline
According to Similarweb, around 141,000 visits were made to asever.com in September, a drop from the 182,000 who visited the website in August. A significant portion of the visits in September, around 47%, came from the United States, which is currently the only country As Ever ships to.
The announcement of the Sussexes' return to Britain may have driven the August boost, as around 71,000 people visited the website in the final full week of August. In September, weekly figures fell from 41,000 in the first week to 24,000 in the final full week.
Brand responds to data
A spokesperson for As Ever told Newsweek: "I think this is simply the normal ebb and flow of a consumer brand. Product drops and PR create predictable spikes in engagement, so I wouldn’t read too much into a single period."
It is important to note that web traffic data is not the same as sales data. No sales data for As Ever has been released.
Festive range launched
The Duchess has already launched her festive range, which includes The Pantry Basket, The Hostess Basket, The Parlour Basket, an Orchard Chocolate Covered Fruit Gift Box, A Botanical Confections Chocolate Bar Trio, A Keepsake Double-Decker Parlour Card Set, and A 2026 As Ever Holiday Advent Calendar.
Festive sales appeared to do well for the brand last year, according to a source who informed Newsweek at the time. They said: "There has been the inevitable seasonal uptick that you would expect, Thanksgiving being this week and then we start running into Christmas. It's all going very well."
As Ever's festive range is limited-edition, and it is believed that it remains available until supply lasts.
