Global events may impact the retail sector with monotonous regularity, but this summer’s World Cup is set to herald better news than sky-high fuel prices, with a huge uptick in food and drink sales likely as kick-offs commence.
Research from advertising-tech firm The Trade Desk indicates that 60% of UK adults will follow the tournament, which is taking place in the USA, Canada and Mexico from June 11 to July 19, and 57% of those fans will buy food or drink to consume alongside matches.
Drilling down into the data, which is based on a survey of 500 adults, reveals that 53% of football fans will buy alcohol, 30% will order food deliveries, and 22% will increase their supermarket spends to stock up for matches.
And while the England team is fourth-placed favourite to win, with current odds of 11/2, some 77% of fans will continue to watch the championship even if our home side is knocked out.
Phil Duffield, VP of Northern Europe for The Trade Desk comments: “Live sports is powerful precisely because it’s unpredictable. A single moment can change the mood of an entire nation in seconds. He added that “rigid strategies risk missing the moments that matter most.”
