Overview
- Reddit users showed that adding extremely large quantities to the cart prompted the system to display the maximum available units, briefly exposing counts across products.
- Compiled figures indicated roughly 650,190 items worth about $21.8 million at retail prices, which do not reflect production costs or profit.
- As Ever closed the loophole and introduced purchase caps — such as 50 spread gift boxes or 20 wine bottles per order — with an on‑site notice stating, “The quantity requested exceeds our current stock.”
- Unnamed sources characterized the numbers as evidence of strong holiday sales and inventory held for planned international expansion, though the company has released no audited sales or cost data.
- Following the coverage, the brand posted an Instagram caption reading “This is your sign to put the kettle on,” which outlets interpreted as a possible nod to U.K. consumers.