THE nation’s retailers are pinning their hopes on a summer of sporting success for England as most say a good World Cup run for the Three Lions will boost business.
Two-thirds of the country’s retailers have said they believe a strong showing from Thomas Tuchel’s men in North America will deliver better business for their shops throughout June and July, research from commercial insurer NFU Mutual shows.
The 2026 FIFA World Cup kicks off in Mexico City on Thursday, June 11, with the final taking place in New York on Sunday, July 19.
Stores will be looking to capitalise on a positive mood across England, with merchandise, food, drink, clothes, electronics and furniture all things that the industry will be hoping fly off the shelves.
Despite 65% of retailers across the country saying a good World Cup run would be important for business – and more than half of those saying it would be very important – not all retailers are relying on the Three Lions for commercial success. Just shy of three in 10 said it wouldn’t matter for their business how Tuchel’s side perform, with 8% unsure how it would impact their retail operation.
A positive showing in the group stages and into the knockouts can often drive fans to the shops. With the enjoyment of hosting garden parties, many might be looking to put projectors up outside or host friends to watch matches, and so snacks, booze, BBQ food and drink would be high on the shopping list for most. Further NFU Mutual research shows that more than a third of the UK plan to host a social gathering with friends or family this year, which can play into the hands of retailers hoping to profit off England’s performances in the summer.
Zoe Knight, Head of Commercial at NFU Mutual, said: “Our retailers are such an integral part of the communities they serve and hopefully performances from England this summer can lift the mood of a nation and give businesses a real boost.
“Those supporting the Three Lions with such passion can also lend that unwavering support to retail businesses and the range of products and services they provide that can make the summer experience that little bit better.”
North of the border, Scotland will be taking part in their first World Cup for 28 years and while the fans will be making the trip in their droves, just over half the Scottish retailers believe that a good run in the competition would be good for business.
With limited success in recent tournaments, almost two in every five retailers from Scotland have said that it wasn’t important for them how far the Tartan Army go, with 8% not sure how or if it would impact business.
