Experian Footfall is recording shopper traffic in stores during the World Cup and charted a predictable fall for the first England game.
Steve Richardson, regional director UK and Ireland at Experian FootFall said shoppers stayed away from the shops all day.
“England’s first match was always going to attract a large crowd, but it seems football fans were keen to watch as many matches as possible so close to the start of the tournament. Despite it being the last shopping day before Father’s Day, year-on-year consumer activity was impacted throughout the day, declining by 5.9% before dropping by a significant 21% once the England game began.
He added footfall across Europe has been affected in different ways so far: “It’s become clear that differing kick-off times are affecting European nations in different manners. For example, the match began at 11pm UK time but midnight in Italy. As a result, many Italian fans chose to watch the match at home and pick up supplies during the day, which led to an 11.8% footfall improvement week on week and 9.5% year on year.”
England’s next match, at 8pm this Thursday, may have a different effect. “There was much speculation over England’s performance ahead of Saturday’s game, so it will be interesting to see whether their 2-1 loss to Italy will spur on fans to watch their next performance, or whether disgruntled viewers will turn away from their television sets for their match against Uruguay on Thursday – and if the 8pm kick-off time will have a greater impact on footfall.”
Figures aren’t yet available for online searches, but eBay says online searches for certain products rocket. eBay Advertising predicts a rise in nocturnal shopping over the event, as fans take advantage of dual-screening and shop while they watch. Data from eBay Advertising found that during England’s defeat to Italy during Euro 2012, there were still over 4,000 searches for football shirts on eBay.co.uk.
It said: “With some games kicking off at 11pm UK time this summer, brands have an opportunity to extend their campaign windows later into the evening to target consumers as they browse online.”
eBay recorded a 20% increase in the number of searches for wide screen TVs in the UK in the run-up to Euro 2012, compared to May and June 2013, showing that major sports events, like the World Cup, have a ‘halo’ effect in other categories too, as Brits ready themselves for a summer of sport.