A small independent gift shop in Lincolnshire has seen an extraordinary surge in sales after a social media trend involving velvet ribbon Christmas decorations swept TikTok and Instagram. The shop, Follie in Lincoln, has reportedly sold more than 6 miles (10 km) of velvet ribbon in just a few weeks, with orders arriving from across the United Kingdom.
Viral trend fuels nationwide demand
The sudden spike in demand stems from a festive social media craze where users create decorative “paper chains” using velvet ribbon. The trend has become particularly popular for Christmas wreaths and holiday décor, inspiring thousands to recreate the craft at home.
Shop owner Josie Rossington, who runs the independent store Follie in Lincoln, said she had been overwhelmed by the response. “It has gone a bit bonkers,” she admitted, describing the volume of orders placed online and in-store.
Sales stretch miles — literally
Rossington revealed that the amount of ribbon sold over recent weeks would stretch the length of the Humber Bridge five times if laid out end to end. The remarkable statistic reflects just how far the trend has travelled beyond Lincolnshire.
Despite only beginning to stock velvet ribbon last year, Rossington now receives orders from London, Cornwall, Scotland, and numerous other regions. “Everyone wants ribbon for their wreaths,” she said, adding that customers frequently mention discovering the craft on Instagram or TikTok.
Social media continues to shape festive shopping trends
The velvet ribbon “paper chain” trend highlights the growing influence of digital platforms on seasonal purchasing habits. From handmade decorations to themed home décor, social media has increasingly become a driver of holiday creativity and consumer behaviour.
For small businesses like Follie, such viral moments offer unexpected visibility and nationwide reach. Rossington said that while she anticipated some seasonal interest, the scale of the trend—and the “bonkers” volume of orders—was far beyond what she imagined.