Retailers are aiming to make the most of the opportunity provided by the royal baby to draw customers and lift sentiment with some even throwing parties in their stores.

Marks and Spencer has dressed the window of its flagship Marble Arch store on Oxford Street with posters congratulating the Duke and Duchess of Cambridge and their new arrival.

Meanwhile Mamas & Papas has thrown a party at its Westfield London store, and has invited members of the public to enjoy complimentary champagne and soft drinks, speciality doughnuts, music and balloon entertainers. The store has been decorated around a royal theme and, alongside other Mamas & Papas stores across the country, is offering 20% off Kids and Baby Wear.

Mamas & Papas Westfield London store manager Vania Da Silva said: “As soon as the official announcement of the birth was made, we opened the doors of the store to throw a special royal themed party to all those that wished to celebrate. It’s such an exciting time for Great Britain and we wanted to do something in store to share the excitement with our staff and our customers.”

Meanwhile luxury department store Liberty has dressed its window in a tongue-in-cheek nod to the royal baby.

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