Page 28 - RLIJune2026

RETAIL INSIGHT

Think Beyond the Shirt

The 2026 FIFA World Cup is almost here and in this article, Chris
Fletcher, CEO of Visualsoft highlights why retailers purely focused
on replica kits and licensed merchandise are probably missing out
on a much bigger opportunity.

he way consumers engage with tensify. The tournament is hosted across the Gen Z and younger Millennial consumers are
major football tournaments has US, Canada and Mexico, which means a wide increasingly shaped by TikTok, Instagram and
changed a lot - and the spen- spread of kick-off times for viewers. That will YouTube creators rather than official tourna-
T ding patterns Visualsoft have push even more fans towards home viewing ment marketing or brand campaigns. That
tracked across recent events tell a story that rather than pubs or stadiums and that crea- means a viral moment during a match - such as
should reshape how every category of retailer tes a direct commercial tailwind for the home a player’s choice of footwear, an outfit spotted
approaches the next few months. viewing economy. Retailers in electronics, in the crowd, or a trending watch-party aesthe-
Taking a closer look at what happened to homeware, food and drink - even soft furni- tic - can drive product demand within hours.
retail during the UEFA Women’s EURO 2025 shings - have genuine reason to be planning This dynamic amplifies categories that
and the Paris 2024 Olympics, the picture that World Cup campaigns right now. traditional sports retail analysis tends to un-
emerges is striking. Football and major sport Another significant pattern is how con- derestimate: fashion accessories, novelty pro-
more broadly, has become a cultural moment densed tournament spending has become. ducts, limited-edition drops, community-led
that people buy into across lots of different Purchase spikes are now more predictable in campaigns. For retailers with agile social
areas of everyday life, not just in the sports ais- their timing, but more compressed and inten- commerce capabilities and creator partner-
le. Understanding that change is the difference se in their nature. In previous tournaments, ships already in place, these unpredictable
between capturing a significant commercial sports and outdoor sales rose 30 per cent spikes represent high-intent demand that is
opportunity and watching it pass you by. ahead of semi-finals, while childrenswear or- winnable. For those without, it is demand
Let me start with the data that surprised ders jumped 45 per cent in the days immedia- that will convert somewhere else.
even us. During the Women’s EURO 2025, tely before key matches. At the centre of this is a shopper who moves
childrenswear revenue rose by 54 per cent. For 2026, it is anticipated that these peaks fluidly between channels and expects brands
Fashion and footwear climbed 26 per cent. will be sharper and shorter. Consumers are to keep up. Our research found that 88 per
Neither of those categories has an obvious leaving purchases later but converting more cent of shoppers now move between onli-
connection to a football tournament in the decisively when the moment hits. Mobile-first ne and in-store when buying from the same
traditional sense, yet both significantly ou- shopping behaviour and faster fulfilment ex- retailer and 74 per cent say they feel more
tperformed expectations. At the Paris Olym- pectations have changed the rhythm of tour- confident purchasing from brands that offer
pics, electrical goods and appliances revenue nament retail entirely. a joined-up experience. During a tournament
rose by 44 per cent, comfortably ahead of The practical implication is that wider where purchases are often last-minute and
sports equipment. campaigns solely built around the full tour- emotionally charged, that frictionless jour-
What these figures show is that people nament window will underperform. Retailers ney isn’t a nice-to-have - it’s what determines
aren’t just buying a shirt and leaving it at that. should be planning around specific fixtures whether a customer completes a purchase or
They’re spending on an experience that su- - quarter-finals, semi-finals, or any standout abandons it.
rrounds the match - themed outfits for the fa- matches - and be ready to flex their stock, There’s a much bigger retail opportunity
mily, kidswear for a watch party, a new TV for promotions and fulfilment rapidly in the 48 around the 2026 World Cup for brands that
the living room, hosting essentials for friends hours around those games. If you can’t pro- understand what the event means to consu-
coming over. The match is the occasion. The mote the right product and guarantee timely mers today. It’s emotional, social and increa-
shopping basket reflects the atmosphere peo- delivery in that window, a significant portion singly spontaneous. It’s a family occasion, a
ple want to create, the connection they want of the demand will go elsewhere. hosting moment, a social media event and a
to have with friends and family and how they On top of all of this, there’s also the growing shopping trigger all at once.
want to spend that time together. influence of younger shoppers and the plat- The opportunity is significant - but only for
For 2026, this behaviour is expected to in- forms they use to discover and decide to buy. those who see the full picture, not just the shirt.

28 Retail & Leisure International June 2026