REUTERS/Leon Kuegeler
A survey of about 400 companies showed that roughly one in four retailers has prepared special promotions or expanded its range of tournament-related merchandise, according to Reuters. Grocery chains, clothing and footwear stores, sports retailers, as well as sellers of electronics, toys, and home goods are preparing most actively for the championship.
“Major sporting events can improve consumer sentiment and stimulate purchases,” noted HDE head Stefan Gent.
At the same time, the association warns that the tournament’s impact on the retail market will be limited. Unlike competitions held in Germany itself, the championship in the U.S., Canada, and Mexico is unlikely to be a factor capable of significantly boosting consumer activity in most sectors.
Sellers of soccer merchandise, electronics, and products for watching the matches are primarily counting on additional demand. However, even in these categories, market participants expect only a moderate increase in sales.
According to Gent, much will depend on the national team’s performance. “The further the German national team advances in the tournament, the better the mood in the country will be,” he said, adding that consumer behavior is often determined not only by economic factors but also by emotions.
For the German retail sector, the World Cup will serve as a local driver for specific categories rather than a stimulus for the market as a whole. The scale of this boost will depend on how far the German national team advances in the tournament.
