Marcus Stafford, from the England Society, said it was not just about making money but about ordinary people realising it was okay for them to be English. “Just four or five years ago St George’s Day was not really celebrated,” he said. “English was bad. But people are beginning to realise that they are living in England and not a region of the EU.
Devolution has helped the cause. Scotland and Wales have their assemblies. People have started to ask: ‘What about the big bit in the middle?’ And the more St George is celebrated, the more the flag is taken away from the far right where it has been tainted.”