With the first World Cup game just a week away, retailers are ready to capitalize on the most important event of this year's sporting calendar. The British Retail Consortium has forecast a GBP1.25 billion boost in spending during the competition, and John Lewis is not the only retailer set to benefit.
Fellow electricals players Currys and Comet are determined not to miss out, using high profile advertising campaigns and impactful in-store promotion and display to increase their share of the burgeoning demand for the latest technology. And nor can they afford to lose out. This is a one-off boost to the electricals market with substantial spending being brought forward from later in the year.
But electricals retailers are by no means set to be the only beneficiaries of the World Cup boost. Grocers stand to enjoy strong uplift in beer, snack foods and various England related merchandise. And they are well placed to capitalize on potential celebration parties with barbeques and food - and of course more beer - the focus of their marketing attention.
Clothing retailers across the board are making the most of the football frenzy with World Cup ranges backed up by a sea of red and white POS material. And, hedging their bets against a premature exit by David Beckham and the rest of England's finest, the leading operators launched their offers well in advance to rake in as many sales before the first kick off.
Yet, despite the hype, not all is rosy. The World Cup will undoubtedly lift demand, but footfall on the UK's high streets and retail parks will be subdued in many sectors during the competition, especially around England matches. Home related retailers are set to be worst hit.
There are few initiatives furniture retailers can put in place to entice men away from their new flat-panel TVs. And while DIY players are doing their best to capture sales of barbeques, garden furniture and other means to make fans' homes 'match-fit', the World Cup will ultimately only make the already difficult DIY market tougher still.
Source: Verdict Research