The World Cup is expected to bring a significant increase in retail sales, with research indicating 36% of shoppers will buy more food and groceries as they enjoy the tournament.
The data, from the Institute of Grocery Distribution (IGD), represents an increase on the 2022 World Cup, when just 23% of those polled said the competition would see them buy more.
IGD’s research also indicates that 44% of shoppers will follow the competition, rising to 59% if someone’s respective home team does well, which will bring an additional 3% bump in those buying more.
The IGD says this highlights the need for retailers, football fans or not, to monitor the tournament, adjusting their sales strategies as required.
The expected increase in customer spending is tied to the fact that of those following the tournament, 81% will watch matches at home.
But with the World Cup spanning some 104 matches fans will frequent a variety of locations, with 34% saying they will view games at friends’ or family members’ homes, and 35% expecting to watch some games at pubs.
Finally, 46% of shoppers say they will be looking out for promotions, such as the ‘Score Big’ £10 bundles being offered by Goran Raven’s Budgens/Shell site in Albridge, Essex, and the 20% discounts being applied to some beers at Sewell on the go’s 12 sites.
Annie McGoff, shopper analyst at IGD, says her organisation’s research demonstrates “the need for retailers and suppliers to prepare for eventualities and respond in real time as the tournament progresses, aligning promotions and messaging to key moments”.
