Prince George 's birth in 2013 sparked a £247m sales bonanza for makers of royal memorabilia but experts say the second royal baby is unlikely to have the same effect . A more modest sales increase of between £60 and £70m is predicted , with most of that spent on champagne and cake rather than royal souvenirs . However , the baby is expected to make more of an impact in the long term - especially if the child turns out to be a girl . Scroll down for video . Smaller scale : The Duke and Duchess of Cambridge 's second child will have a lesser effect at the tills . 'It ’ s not so much of a major event when you have another baby , ' explains Professor Joshua Bamfield , director of the Centre for Retail Research . ' I think it will have an impact on the sales of prosecco and champagne and cake but not much more than that . ' Despite his warning , scores of companies are hoping to cash in on the second royal birth , with plans for items ranging from mugs to beauty boxes afoot . Leading the charge to the tills is the Royal Mint which announced plans for a commemorative £5 coin last week , and the Royal Collection Trust . Potter Emma Bridgewater has designed a special mug , while beauty subscription company BirchBox is offering a 'royally good ' box containing Korres showergel and Lola Barcelona nailpolish among other items . Bonanza : The birth of Prince George sparked a £247m sales boom between the 1st July and 31st August 13 . Prince of Sales : Since then , George has gone on to replicate his mother 's impact on clothing sales . The new baby 's grandfather Prince Charles is also hoping for a baby-related boost to his charity coffers via products sold in his Highgrove shop . Although no official memorabilia is planned , The Highgrove Shop , which turns over its profits to the Prince of Wales ’ s Charitable Foundation , already sells organic baby balm for £24.95 , a Highgrove baby bear for £34.95 and a “ happy and glorious ” baby blanket , featuring guards in red tunics and bearskin hats , priced at £94.95 . The flurry of royal baby memorabilia echoes that sparked by the birth of Prince George , when the market was flooded by everything from bibs to books . Other items included royal-themed potties , dummies featuring crowns , bibs proclaiming ' I love Aunty Pippa ' and a book entitled Shhh ! Don ’ t Wake The Royal Baby ! While there 's no shortage of choice this time around , Professor Bamfield says the baby 's long-term impact on retail will be more significant than the initial flurry . 'When the baby has a certain sweater on , everybody will want to buy that , ' he says , pointing to the ongoing Kate and George effects . Making his mark : Outfits worn by Prince George such as these Rachel Riley dungarees , sell out . New baby , new coin : The Royal Mint is producing a series of coins to mark the new royal birth . 'The impact of the baby is going to be over a longer period , particularly if it ’ s a girl . [ It will be about ] the equipment they use , her clothes , her toys . ' Items that will be available in the short term include an as yet unseen collection of commemorative china from the Royal Collection Trust . The designs will not be unveiled until after the birth and confirmation of the baby ’ s sex and production is not likely to be completed until after the baby has been named . For George in July 2013 , the Royal Collection produced items including a pillbox ( £30 ) , a small loving cup ( £39 ) , a dessert plate ( £45 ) and a limited-edition loving cup ( £195 ) . More commemorative mugs will come from the Staffordshire potteries , who , along with Emma Bridgewater , traditionally mark royal events . The Royal Mint is also to produce a celebratory £5 coin - again repeating the routine after Prince George 's birth when it produced 10,000 silver crown-sized £5 coins . Each one cost £80 while a further 2,013 22-carat gold sovereigns , all featuring St. George , were sold for £800 apiece .
Retail experts say sales of royal memorabilia are unlikely to top £70m . By comparison , Prince George 's birth resulted in a £247m splurge . the 1st July and 31st August 13 , £70m was lavished on souvenirs alone . The newest royal is expected to have a big long term impact however . Sales boost will be particularly noticeable if the new baby is a girl .