Lisa Loughman's party store Burnt Butter has turned itself into a one-stop Tigers shop in grand final week. Credit:Wayne Taylor

Little in Richmond’s Swan Street precinct escapes the yellow and black swell of a grand final appearance. Even more so since vendors had 2017 – the Tigers’ first grand final since 1982 – as a rehearsal.

"We’ve developed our strategy a bit since then. We were just new to the area in 2017," says Lisa Loughman just before the phone rings, again, at Burnt Butter, the party store she runs with her mother Glenda on Swan Street.

In 2019, Burnt Butter is a veritable one-stop Tigers grand final shop. There are yellow and black streamers, tablecloths, edible icing. A string of hundreds of balloons hovers like a bumblebee in the wind outside.

Tigers logo cupcakes, biscuits and cake pops fill the store’s display, and are broadcasted via Ms Loughman’s savvy, saliva-inducing Instagram campaign that went into overdrive when the Tigers qualified last Friday.