Nabco Retail Shelving Systems


World Cup 2018: Preparing Your Shop For a Sales Surge

Ryan Willis

Football fans around the globe will be eagerly anticipating the prospect of a full month of world-class sport as we near the start of the 2018 World Cup. Whether you love or hate the beautiful game, as a retailer, it is your job to show just as much passion as your customers. But rather than screaming and shouting from the comfort of your sofa, which of course you can do at home, you need to show your passion in the form of enticing and engaging retail displays.

The impact of the World Cup on retail sales

Four years ago, some interesting studies were conducted on the impact that the World Cup had on retail sales in the UK. They found that the main categories of spending to be boosted by the event were:

  • Food and drink – £508 million was spent on food and drink for consumption at home, with £228 million spent on food and £280 million on drink.
  • TV electrical – £225 million was spent by the second round of the World Cup alone (last 16) on bigger and better screens.
  • Sportswear – Predictably, sales of England kits, babywear and even petwear soared.

By now, most long-suffering football fans know better than to expect a good performance from England, but research has shown that the further England progress, the bigger the retail bonanza will be. That gives retailers every reason to cheer on the national team.  

  • In the group stages, spending in shops, pubs and restaurants is predicted to reach a total of just over £1bn;
  • If England progress to the last 16, that figure could reach £2.1bn;
  • If England were to reach the final, perish the thought, then total spending could hit £2.6bn.

Retail displays: How to make the most of the increase in sales

So, what can retailers do to capitalise on the increased demand for products like food and drink, television sets and sporting goods? Here is some retail display inspiration…

  • Television sets

Big sporting events tend to boost the sale of televisions. In developed economies, most consumers already have a flat-screen TV. That means the focus tends to be on bigger screens and televisions with the latest technology such as Ultra HD. To give an idea of the impact that sporting events can have, UK sales of televisions rose by 40% in the weeks leading up to the start of the 2014 World Cup.   

Image: Pinterest

  • Food, drinks and snacks

Sales of alcohol, soft drinks and party food tend to go through the roof when a major sporting event like the World Cup is on. Soft drinks and water are one of the biggest hitters, with sales in 2014 growing by £14.2 million year-on-year in the first week of the World Cup alone. Chilled party foods, bagged snacks and even scotch eggs also fly off the shelves. Needless to say, total sales of beer, wine and spirits also increase dramatically, with cider sales just as sensitive to changes in weather patterns.

Image: Pinterest

Image: Pinterest

  • Sporting goods

Watching the world’s best at work can inspire children and adults of all shapes and sizes to start kicking a ball around or take up a new sport. The result is that sports shops and brands like Nike and Adidas experience a significant boost in sales. In May 2014, the sale of sports goods in the UK rose by 3.9% year-on-year as fans prepared for the start of the World Cup.

Image: Pinterest

  • Football shirts and clothing

No matter how obscenely expensive they might be, every time a big tournament comes around there’s an inevitable surge in the sale of football shirts. In 2014, Adidas sold more than 8 million football shirts for the nine national sides it sponsored, up from 6.5 million during the 2010 World Cup. That’s an upward trend that looks set to continue in 2018.

Image: Pinterest


Create your own eye-catching retail displays

At Nabco, we can help you prepare for the World Cup retail bonanza with our own eye-catching range of shelving solutions and shopfitting accessories. Take a look at our product ranges, request a brochure or get in touch with our team today.   

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