Duchess Catherine and Prince William
Britons are expected to splash out a staggering £250 million following the birth of the royal baby.
Britain's Duchess Catherine is due to give birth to her and Prince William's first child tomorrow (13.07.13) and the Centre for Retail Research believes the little one's arrival will see people fork out £87 million on festivities, £80 million on souvenirs and toys and £76 million on books and DVDs.
Helen Dickinson, Director General of the British Retail Consortium, told the Daily Star newspaper: "If the experience of the royal wedding and the jubilee is anything to go by, this good news should also bring about a temporary baby boost for retailers in the UK.
"The temporary lift in the general mood helps to drive footfall and with all eyes on the UK, it's also a real boost for tourism."
The big-spending Britons are also expected to fork out an astonishing additional £62 million on alcohol to wet the baby's head.
More tourists are expected to visit various royal attractions up and down the country as royal baby mania sweeps the nation.
Tagged in Kate Middleton Prince William