The European Football Championship in Germany this year is expected to generate additional retail sales of €3.8 billion, according to the German Retail Association (HDE).
According to HDE’s study, carried out alongside Appinio and conducted among 1,000 people, food and fan merchandise is likely to be in high demand during the Euro 2024 tournament.
Some 41% of respondents plan to purchase snacks, barbecue food, drinks, and other food items. Additionally, 31% intend to buy fan merchandise such as scarves, flags, and decorative items.
Sales increases are also expected for sporting goods, home and garden products, toys, and electronics, HDE‘s study found.
Major sporting event
“In retail, major sporting events always provide a boost to sales,” commented Stefan Genth, general manager, HDE. “This year’s home European Championships could boost consumption in individual sectors and product groups.”
In terms of spending, just under a third (32%) of those surveyed are plan additional purchases of between €101 and €200.
A further 28% expect to spend between €51 and €100, while 8% percent plan to spend more than €500.
Germany performance
This spending is dependant on the performance of the German team, however – with a solid performance from the hosts likely to mean that consumer confidence and spending could increase significantly.
“The development of European Championship sales in retail is also linked to the course of the tournament,” Genth added. “If the German national team achieves another summer fairytale and gets far, this could noticeably increase consumer sentiment.”
Interest in the European Championship is generally high among respondents, with almost 70% planning to watch all or selected matches.
Expectations for the German football team vary, however, with about 25% predicting a quarter-final appearance and around 20% expecting the team to reach the final in Berlin.
The 2024 European Football Championship takes place in Germany from June 14 to July 14. The survey by HDE and Appinio was conducted at the beginning of May, involving 1,000 people in Germany aged 16 to 65.
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