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With the competition being held during winter for the first time ever, data shows the colder weather combined with the current cost-of-living crisis will negatively impact retail sales, which are set to be down 19% compared to the last World Cup (£1.9bn).
This is despite more consumers than ever (26.5m) predicted to watch from home, friends’ houses and even offices rather than heading to hospitality venues.
Food and drink is expected to account for £1bn of total retail sales, however, despite the tournament’s overlap with the Black Friday Period, all retail categories will see a decline in spend compared to the 2018 World Cup.
Retail sales are expected to peak during the group stage (20 November – 2 December) at £1.01bn. Smaller sums are forecast during the round of 16 (£273.3m), quarter-finals (£182.5m), semi-finals (£85.3m) and the final match (£48m).
This is due to the expectation that England will only make it to the quarter-finals before being ousted from the competition.
Total 2022 FIFA World Cup predicted retail spend by tournament stage:
| Retail spend (£m) | Group stage | Round of 16 | Quarter-finals | Semi-finals | Finals |
| Food & Drink | 629.3 | 174.4 | 121.1 | 63.6 | 36.8 |
| Sportswear | 121.8 | 34.7 | 28.3 | 7.7 | 4.5 |
| Souvenirs | 34.7 | 11.2 | 9.4 | 3.8 | 2.3 |
| TV Electricals | 227.3 | 53.0 | 23.7 | 10.2 | 4.5 |
| Total retail | 1,013.1 | 273.3 | 182.5 | 85.3 | 48.0 |
Maureen McDonagh, managing director at VoucherCodes.co.uk said: “It’s clear that the ongoing cost-of-living crisis is going to negatively impact retailer profits during the 2022 World Cup, especially when comparing our forecasts to the impressive sales driven as a result of the last World Cup in 2018.
“However, despite a more muted sales performance anticipated, retailers can still expect a busy period during the World Cup, particularly as more consumers than ever are planning to tune in to the games from home in order to save money.”
