Meghan’s Brand Faces a U. S. Slide

In early 2026, data shows that Americans’ favorability toward Meghan Markle has slipped, and visits to her online shop, As Ever, have followed suit. The Duchess of Sussex launched the e‑store in 2025 after her Netflix series “With Love, Meghan” premiered, offering items such as jam, honey and wine. Though official sales numbers are missing, analysts have turned to web traffic statistics to gauge the business’s health.A survey by YouGov America found that, during January‑March 2026, 29 % of respondents liked Meghan while 27 % disliked her, giving a net approval of just +2 points. This is a sharp fall from the previous quarter’s +15, a 13‑point drop over six months. Meanwhile, Similarweb data shows that U. S. visits to the As Ever site fell from about 108, 000 in December 2025 to roughly 61, 500 by April 2026, even as total traffic edged up in January. The overlap between the dip in popularity and the decline in U. S. site traffic is striking, but it does not prove that one caused the other. Seasonal shopping patterns—such as a Christmas surge in December—could explain some of the fluctuations. Still, if the trend keeps going, Meghan’s team may need to rethink their marketing and possibly expand beyond the U. S. , where the brand currently ships.