According to the Women’s World Cup 2023 Spending Report by savings site VoucherCodes.co.uk, it is predicted that during the first knockout round of the tournament, approximately 6.6 million supporters across the UK will tune in. Out of the total viewers, 80% or 5.3 million individuals are expected to watch the matches from the comfort of their own homes. Since the tournament takes place in Australia and New Zealand, early start times means that only 20%, or 1.3 million people, are estimated to watch the competition from local pubs, bars, or restaurants.
Due to this trend, retail spending is projected to exceed hospitality venue spending. Throughout the Round of 16, retailers can anticipate approximately 4.1 million shoppers visiting their stores, resulting in predicted sales of £61.2 million. Following the trend from the group stage, retail spending on food and drink is expected to reach £41.4 million as fans prepare by stocking their fridges for the next stage of the competition.
Maureen McDonagh, SVP international & managing director at VoucherCodes.co.uk, pointed out that “the ongoing cost-of-living crisis, paired with early kick-off times means that many consumers are choosing to watch the tournament at home to save money.” Consequently, retailers should prepare for a busy period during this stage of the tournament as consumers stock up on match day essentials.
In addition, considering the growing family following of women’s football, marketing World Cup offers to families becomes crucial in driving sales for retailers and fostering customer loyalty even after the tournament concludes.
