The Traitors: selling thrills, quills and much, much more… How the TV show boosts economy

As I type this, the BBC is looking for “fun, smart and strategic” applicants for the next series of The Traitors. But even when the cameras aren’t rolling, the brand’s blend of teamwork, trust and treachery has a significant impact on the local economy and beyond… With or without licenses.

Take the most recent UK series, for instance. Primarily filmed at Ardross Castle in the Scottish Highlands – as is the US version – the show obviously makes a huge and immediate impact on the local economy during production. But independent research commissioned by Screen Scotland shows the industry’s economic contribution extends well beyond filming… You can hear more about that report here.

By way of example, Google reports a 55% increase in searches for ‘Flights to Scotland’ during transmission of the latest UK series. Meanwhile, Trainline reports a 69% increase in bookings to Inverness – the nearest city to Ardross Castle – since filming began. Elsewhere, The Traitors has led to more subtle and surprising returns…

Aldi Scotland reveals that the show gave a 30% boost in sales for its own-brand Ginger Juice Shots in the first three weeks of January this year… Why? Simply because one of 2026’s contestants, Stephen Libby, was seen drinking a similar concoction on screen.

Similarly, the same series saw a huge boost in sales around another contestant. Crime novelist Harriet Tyce’s book sales surged by over 95% following her appearance on the show. These thrillers – including the aptly titled The Lies You Told, and the less apt but nevertheless tantalising Blood Orange – increased by 95.6% week-on-week after her debut. Meanwhile, Tyce’s upcoming book, Witch Trial, arrived in amazon’s top 10 with comparative ease.

In the world of fashion, host Claudia Winkleman’s appearance has a huge effect on clothing sales. Flawlessly styled by Sinead McKeefry, Winkleman’s look – described as ‘Highlands-meets-goth-glam’ – includes Tartan shirts, designer coats, fingerless gloves and baggy jumpers. While Winkleman deprecates her own appearance with an easy charm – “I’m a tiny orange lady, and my fringe is too long” – she nevertheless remains something of an icon. Brands including Brora, Spanx and Holland Cooper all confirm Winkleman’s style sells quickly in the wake of appearances by primetime’s dark-eyed doyen.

This is true to the extent that Grazia magazine this year listed every single one of Winkleman’s fourth-season outfits. Quite why she hasn’t launched her own clothing label is something a mystery, but if you want to follow in her footsteps, you can start the journey here.

It’s worth remembering, too, that even sales of Claudia Winkleman’s preferred brand of eyeliner rocketed when make-up artist Lucy Gibson revealed its name… Rimmel Scandaleyes Waterproof Kohl in Black, in case you’re wondering.

Finally, specialist retailers including Pen Heaven report the most obscure of sales boosts following transmission… A 25% increase in the sales of quills. Yes –traditional feather quills. It seems that viewers are inspired by watching the treachery in the turret as the antagonists dip the ink and do their deeds with archaic writing tools. The so-called Traitors Effect has also boosted interest in wax seals and old-fashioned letter writing. And if all that sounds a bit much to you, consider this: you can also buy ‘cheat quills’… Feather quills with a ballpoint ink chamber hidden inside.

Told of the far-reaching consequences of the Traitors Effect, Jason Easy – VP Licensing (Sales) at All3Media International told Brands Untapped: “The Traitors has entered into our cultural consciousness in a remarkable way. We knew from the start audiences would want to play the game… This has been evident with the official board and card games becoming best sellers, and The Traitors Live Experience proving a huge hit.”

Jason continued: “As well as a clear appetite for gameplay, it’s brilliant to follow how audiences are seeking out ways to immerse themselves in the wider universe of The Traitors. We’re thrilled to have signed numerous licensing deals across various categories to meet this demand from consumers and retailers and to allow faithful fans to fully bring The Traitors to life off-screen.”