The European football championship has brought both excitement and challenges to retailers.
- England’s spot in the Euro 2024 final drove a remarkable increase in football shirt sales.
- Despite booming sales, the championship negatively impacted some non-sports retailers.
- The demand for England shirts soared following a crucial semi-final victory.
- Retailers observed shifts in consumer spending behaviour during the tournament.
The much-anticipated Euro 2024 final sees England competing internationally, creating a surge in demand for football merchandise. Retailers have capitalised on this trend, with stores reporting significant spikes in sales, particularly following England’s semi-final win.
JD Sports stated that sales of the England football kit soared both in-store and online, as fans rallied behind the national team. This upward trend was evident after their semi-final victory over the Netherlands, which sparked a substantial increase in purchases.
Research from BoohooMan highlighted a dramatic 2,470% rise in Google searches for England shirts following the semi-final, illustrating the heightened national interest. Such data underscores the public’s enthusiasm and pride as the final approaches.
However, the football craze has not been universally beneficial. A CEO in fashion retail mentioned a drop in footfall and apparel sales unrelated to sports, attributing this to consumers’ focus on football and related expenditures. This shift resulted in decreased spending on non-football apparel.
Despite the popularity of current England kits, there is also a notable interest in vintage shirts, appealing to fans seeking more affordable options. Prices for current merchandise range significantly, providing various alternatives for consumers.
While the Euros have driven a surge in England shirt sales, they have simultaneously challenged non-football-specific retailers.
