Key facts
- German retailers expect a modest sales boost from the World Cup.
- About 25% of retailers are stocking promotional World Cup-linked products.
- The impact is expected to be limited to specific sectors like food, clothing, and electronics.
- The tournament's location outside Germany is seen as a limiting factor for overall retail consumption.
German retailers anticipate only a modest boost to sales from the upcoming soccer World Cup, according to the retail association HDE. A survey of approximately 400 companies found that about a quarter are stocking promotional goods or products linked to the tournament.
Sectors most actively preparing for the World Cup include food retailers, clothing and footwear stores, sports shops, DIY stores, electronics retailers, and toy sellers. HDE head Stefan Genth noted that while major sporting events can positively influence consumer sentiment and generate sales momentum, events not held within Germany typically see sales effects confined to individual sectors.
Consequently, the World Cup, being held in the United States, Canada, and Mexico, is not expected to significantly uplift retail consumption across all sectors. Companies selling soccer-specific products anticipate positive effects, but on a small scale. Genth added that the German national team's progress in the tournament would largely influence the country's mood and, by extension, consumption.