The Wimbledon Championships are experiencing a surge in popularity for its distinctive £40 red 'strawberry towels,' leading to long queues and a secondary market where they are reselling for a significant profit. Concurrently, the tournament faces accusations of 'shrinkflation' regarding its iconic strawberries and cream offering, with attendees reporting smaller portions than in previous years.
During the first week of the championships, Wimbledon sold 6,330 of the red towels, a figure close to the 7,423 classic green and purple versions sold. These limited-edition towels are also being pocketed by players as souvenirs, with some individuals seen taking multiple towels. Wimbledon's courts team distributed 3,789 towels in the first six days, with only 1,044 returned, indicating approximately 457 towels are taken daily by players. The towels, priced at £40 online and in stores, have appeared on eBay for up to £55, representing a profit of £15 per item.
Italian player Flavio Cobolli garnered attention after being observed collecting a large number of towels. He explained that they were for his team, though he did offer one to the crowd. Wimbledon's social media team humorously dubbed him the 'new towel thief,' referencing a previous nickname given to women's champion Iga Swiatek for a similar habit. Swiatek has stated she collects towels as souvenirs for family, friends, and charities. All England Club chief executive Sally Bolton expressed delight at the towel's popularity, noting that player and spectator demand is high. The head of retail at Wimbledon confirmed the red towel is the club's number one online bestseller this year, with sales exceeding expectations and predicted to sell out by the tournament's end.
Separately, complaints have surfaced regarding the tournament's traditional strawberries and cream. Fans have shared images and videos online alleging that the £2.85 portions contain fewer than the usual ten strawberries, with some fruit reportedly sliced in half to create the appearance of a larger serving. This criticism comes as the price of strawberries and cream increased to £2.85 this year, from £2.70 in 2023. One attendee reported counting only nine strawberries in her portion, deeming it "disappointing" given the price increase and reduction in quantity.
A spokesperson for the All England Club acknowledged that there is a "risk" the portions may fall below the ten-strawberry target, though some servings might contain more. The dessert has long been considered a relatively affordable option at the All England Club, where food and drink prices have generally risen over time.