The Women’s World Cup 2023 Spending Report, published by savings site VoucherCodes.co.uk, highlights that despite the early kick off times of the games, a staggering 21.9 million supporters are expected to tune into the competition. Among the viewership, 19.1 million individuals (87%) are predicted to watch the matches from the comfort of their own homes.
Given that the tournament is being held in Australia and New Zealand, fans will have to contend with early starts, resulting in only 4.9 million people (22%) watching the competition from local pubs, bars, or restaurants. Consequently, retail spend is poised to far outweigh spending in hospitality establishments.
Throughout the course of the tournament, retailers can anticipate a substantial influx of 15.1 million shoppers, resulting in a total spend of £464 million. A significant portion of this spend, amounting to £333 million, will be allocated to food and drink for the celebrations, with every viewer expected to watch at least one game from the comfort of their own home.
Retail spend is expected to peak during the group stage of the tournament, from 20th July to 3rd August, with consumers projected to spend an impressive £133.7 million during this period.
Maureen McDonagh, senior vice president international & managing director at VoucherCodes.co.uk, remarked on the trends: “The ongoing cost-of-living crisis, paired with the early kick off times, means that many consumers are likely to choose to watch this year’s FIFA Women’s World Cup from home in a bid to save money. As a result, retailers can anticipate a busy period in the run-up and during the tournament, as fans stock up their fridges and cupboards with match day essentials.”
Furthermore, McDonagh highlighted the growing family following of women’s football and emphasized the importance of marketing World Cup offers to families, as this demographic plays a significant role in driving sales and customer loyalty beyond the tournament’s conclusion.