Anticipation for Wicked: For Good is already spilling over into Britain’s high streets, with businesses reporting a sharp jump in spending as fans gear up for the film’s release.
New sales data analysed by SumUp shows the “Wicked effect” is pushing shoppers towards themed outfits, beauty treatments and even karaoke sessions. At Smiffy’s, searches for Wicked-related costumes have surged 375% as cinema-goers plan pink-and-green looks, while “Glinda” and “Elphaba” searches are up around 400%. Sales of the brand’s classic Wicked Witch costume have risen 49% in the past three months compared with the same period in 2023.
Cynthia Erivo’s nail artist, Shea Osei, told SumUp she has seen a 20–25% rise in requests for Wicked-inspired designs after the viral “holding space” moment with Ariana Grande. Clients, she said, were arriving with screenshots and asking for greens, metallics and the green-and-black foil look featured in the film.
Karaoke bars are seeing the impact too. Lucky Voice says renditions of Defying Gravity climbed 32%, peaking on 27 October, with the track now among the top 30 most-performed songs across its venues.
And in London, Percy & Reed reports a 30% increase in clients asking for dramatic colour changes, with many referencing Ariana Grande’s glossy brunette look as hype around the film builds.
SumUp, which works with thousands of small businesses, says the trend highlights how emotionally driven fandom fuels real economic activity.
Corin Camenisch, Product Marketing Lead at SumUp, said: “The cultural significance of Wicked cannot be overstated. It has been a defining cultural moment that has transcended generations in the way fans are not just watching, but participating. This data is representative of a wider trend of people linking their identities to the stories and communities they love. You need only look at cinema-goers arriving in full pink or green, declaring their allegiance before the film even starts, to see how deeply fans connect with this narrative. From themed nails and outfits to karaoke performances, the behaviours mirror what we’ve seen around tours from Oasis, Charli XCX or Pitbull.
“Economically, we're seeing more discourse on how cultural phenomena — whether it's Taylor Swift's Eras Tour or a film franchise like Wicked — create real ripple effects across a wide range of unexpected industries. The data proves it: when culture taps into genuine emotion, fans are willing to spend. For SMEs and family-run businesses that can be nimble and tap into these moments, the rewards are tangible.”
Individual businesses say they are already feeling the boom.
Shea Osei said: “Being part of that ‘holding space’ moment between Cynthia and Ariana felt surreal. As a nail tech, you never expect your work or your hands! to become part of a global conversation. It was a beautiful, intimate gesture between two women I admire, and I’m grateful my artistry was woven into one of the most unexpected viral moments of 2024.”
Lucky Voice’s Olivia Donnithorne said: “We’ve seen musical theatre becoming an increasingly influential part of karaoke culture… engagement with musical content has risen notably — especially on platforms such as TikTok.”
Smiffy’s director Elliott Peckett added: “We’ve seen considerable demand for all things pink & green following the release of the two Wicked movies… Our new green & pink Good Witch costume has been a top seller for this Halloween.”
And Percy & Reed stylist Josh Reed said he has seen clients “leaning into lived-in brunettes and Brondes” with many referencing Ariana Grande’s hair. “Party season has started with clients opting for buns and chignons as well as the classic 90s Blow Out which Ariana often sports.”
