The Euros football tournament had a mixed economic impact across different sectors. While pubs, supermarkets, newsagents, fast food outlets, and DIY and electronics stores enjoyed a substantial increase in foot traffic, traditional restaurants faced a decline.
Scoring Big: How the Euros Boosted the Summer Economy
Despite England’s hopes of winning the Euros being dashed, the tournament brought a significant economic boost to the UK during an otherwise gloomy summer. This major sporting event spurred increased visits to various types of businesses, providing a much-needed lift to the local economies and occupiers who rely on summer trade. Here’s a closer look at how different sectors fared during the tournament.
Surge in Pub Visits
Pubs emerged as the biggest winners during the Euros. On match days, pubs showing the games saw an impressive 183% increase in visitors, with nearly 9 million more visits to pubs nationwide. A much-needed surge in patrons from pubs who experienced lower footfall on non-match days compared to the previous year likely due to the poor summer weather keeping people indoors.
Home Viewing Drives Supermarket Sales
While pubs thrived on match days, many fans preferred watching the games at home, which significantly benefitted supermarkets. Visits to supermarkets surged by up to 98% in the days leading up to matches, as people stocked up on snacks, drinks, and other essentials for home viewing parties.
Convenience Stores and Newsagents See a Spike
On match days, newsagents and convenience stores experienced a notable 79% increase in visits due to fans making last-minute trips to these stores to grab drinks, snacks, and other necessities before the games started.
Fast Food Outlets Thrive
Fast food outlets also saw a significant uptick in business during the Euros, with a 115% increase in visits. The quick and easy nature of fast food made it an attractive option for fans looking to grab a meal on the go, either before, during, or after the matches. Conversely sit-in restaurants saw a 37% decline in visits on match days.
DIY and Electronics Stores Benefit
In addition to food and convenience stores, DIY and electronics stores saw a significant boost, with a 76% increase in foot traffic. Many fans took the opportunity to upgrade their home viewing experience by purchasing new televisions, sound systems and even barbecues for hosting outdoor viewing parties.
Despite the challenges, the overall economic boost during the Euros provided a welcome relief in a summer marked by poor weather and economic uncertainty. These insights into consumer behaviour during major sporting events can help businesses better prepare and strategize for future opportunities.
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