World Cup’s impact on retail shopping

The 2022 World Cup begins on Sunday, November 20 in Qatar. Unlike other World Cups that have been held before in the summer, to avoid the local extreme heat.

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The 2022 World Cup begins on Sunday, November 20 in Qatar. Unlike other World Cups that have been held before in the summer, to avoid the local extreme heat. As a global holiday across the globe, celebrated every four years, the World Cup will be played in a time period of around 28 days, from November 21 to December 18, 2022.

It is also the first time that the World Cup has been played in the Middle East area. There are also a lot of fun facts about what the World Cup in Qatar will be like. For example, the World Cup in Qatar will last 28 days, and it will be the shortest tournament since 1978, which will also be different from previous ones, which generally lasted one month and one day longer. In addition, in the last matches of the World Cup there have always been 32 teams from different countries, and the World Cup in Qatar was the last time with 32 teams.

Usually held in the summer in the northern hemisphere, people always like to buy a lot of “refreshing items” such as ice cold drinks and loads of beer. A night stay with friends in a bar would also be a good option. However, with the change in the opening ceremony time, people’s purchasing preferences also tend to change. In the UK the tide of beer is going towards spirits as it can warm people up better. According to NielsenIQ data, this year’s World Cup in Qatar will report revenues of around 1.7 billion in all alcoholic beverages, and it will also be the first time that liquor sales will be able to account for 25% of total sales.

However, this year’s World Cup also brings some uncertainty to the retail market. What nielsenlQ said in its report, the hot weather will boost the market as the total value of store sales in the 2018 Russia World Cup increased by 3.8%. However, when it was held in the southern hemisphere country Brazil, which was winter for the British, overall sales were down 3% compared to the formal year. This year’s World Cup will also see cold weather and the temperature in Qatar will be around 70°F in December. In addition, at the end of the year there are many traditional shopping festivals such as Black Friday and Cyber ​​Monday, and the World Cup season will also run counter to Christmas shopping. What will be the consumption data for this year in the World Cup? Will it be unbelievably more or less than 1+1?

In this year’s prediction, although the weather will be a reducing element for the purchase of drinks, most people will still choose to buy them. But instead of going to a bar or meeting friends, they are more likely to take their drinks home and stay there. As we all know, bars, pubs, and restaurants always take our passion for consumption to the next level, and meeting up with friends has the same effect. It will be frustrating for retailers when consumers “think twice” before buying, however watching games at home will cause this.

Is the retail market going to be cold as the weather sets? Some experts predict that even if the World Cup season coincides with traditional shopping seasons like Christmas, the sales result will not look good. Due to the instability of the global economy, common inflation, and bad influences that continue due to the pandemic, retailers are not so confident. According to official retail sales data In the summer of this year, confidence between buyers and consumers reached a new low point. The new economic plan in the UK causes a skyrocketing mortgage rate, and people fear that the upcoming severe changes in house prices will exacerbate the cost of living crisis. All this causes a decrease in consumer spending on festivals and large events, especially when their schedules overlap.

One of the retail executives said that this winter’s World Cup had gone the opposite of what they had previously predicted as a growing trend. “It’s a nightmare time to get something positive out there,” said an anonymous grocery industry executive, “it’s also going to be very tough, and there’s probably going to be a dilemma for one to prepare for Christmas and get ready for everyone. Drinks, spirits and snacks for the World Cup at the same time, which will make them buy less”. he added.

Ken Murphy, chief executive of Tesco (TSCO.L), Britain’s largest retailer, said Reuters reporters that there will also be a circumstance where people will have a whole 28-day World Cup party and completely forget about preparing for Christmas and other shopping seasons. They will only turn their attention back to Christmas right after the World Cup ends, leading to crazy last minute shopping and a delay in enjoying the festival. Another factor that all UK retailers should be concerned about is the performance of England and Wales. Retail store inventory changes based on the results of competition. For example, if they fail to advance beyond the initial group stage of the matches, people’s enthusiasm for the World Cup will also fade.

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However, as quoted by Crystal Evans, director of marketing for an online coupon site CouponBirds – “Due to the combination of winter, the pandemic and the economic climate, people are less willing to spend during the World Cup than in previous years. But it will only be a small reduction less than what people expected, because the Cup of the World will be a great encouragement for people in difficult times.

Despite all the disadvantages, the World Cup is still approaching with joy and brings hope to all football fans around the world. Let’s drop all worries and get ready for this world sporting extravaganza in Qatar!
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