Meghan Markle's As Ever website traffic declined steadily in September ahead of a key sales period in the build-up to the festive season, according to data analyzed by Newsweek. The Duchess of Sussex's return to Britain in August appeared to trigger a boost at the end of the month in audience for her online lifestyle shop, where she sells jams, honey, wine and other produce. However, newly released figures show the spike was short-lived and the final week of September was one of asever.com's worst for web traffic in 2026.
As Ever was launched alongside Meghan's Netflix cooking show With Love, Meghan, but the series failed to pull the ratings, with its second season dropping out of the top 1,000 on the platform. It is not expected to return for another full season, though Meghan has not ruled out future holiday specials. The continuation of the shop offers the duchess a chance to prove the success of her 2025 rebrand as a lifestyle influencer but comes with the risk that another failure would be seized on by her critics.
Around 141,000 visits were made to asever.com in September compared to roughly 182,000 in August, a drop of around 22 percent, according to Similarweb. Approximately 47 percent of the September visits were from the United States, the only territory As Ever currently ships to. The company's August visits benefited from a spike that appeared to coincide with the announcement in the media that Meghan and Harry were returning to Britain.
Around 71,000 people visited the site in the final full week of August, after news of their return, the highest weekly total since January. In September, the weekly totals dropped steadily from 41,000 in the first week to 24,000 in the final full week. Web traffic data is not the same as sales data.
No sales data has ever been released for As Ever, making web traffic data the only publicly available objective measure to judge performance by. In November last year, Newsweek was told As Ever had an increase in sales in the lead-up to Thanksgiving when a source with knowledge of the business said: "There has been the inevitable seasonal uptick that you would expect, Thanksgiving being this week and then we start running into Christmas. It's all going very well." As Ever has only just begun launching its festive range, including an advent calendar, so September might be a little early to judge whether there will be another boost this year.
In 2025, the company also offered a site-wide 20 percent discount, which, at the time, U.K. brand and culture expert Nick Ede told Newsweek may have triggered the spike: "Obviously this is the most important time for brands," Ede told Newsweek. "In the U.S. you have Christmastime but also Thanksgiving and you've got Black Friday as well, which is worldwide. And it's all about giving your customers the best possible prices.
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