Book publishers (and their publicists) are banking on the idea that fans of Downton Abbey are also avid readers, ferociously marketing books tied to the British aristocracy and the bygone era portrayed on the show.

Book publicists are using the show’s hashtags — #downtonabbey and #downtonpbs — to push related titles, i.e. “Like Downton Abbey? You’ll love this…” And publishing houses are getting in on the promos, suggesting books would appeal to these viewers, including those written by Downton‘s creator, Julian Fellowes. For Sunday’s U.S. premiere, of season two, 4.2 million people tuned in.

So far, the assumption seems to be correct, with one small publisher reporting a spike in sales of What the Butler Winked At, the memoir of a butler who was “in service” for 50 years starting in 1860.

And it’s not just the book industry that seeing a residual bump in sales. The price of mansions across the U.K. are now going up too. One product that could take a hit: mascara. According to Michelle Dockery a.k.a. Lady Mary, it’s not allowed on set. Allure magazine says mascara wasn’t introduced until 1913 and before that, common ladies used soot and soap.

[via NY Times]