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2018 World Cup and retail: what’s the score?

2018 World Cup and retail: what’s the score?

Paul Martin, UK head of retail at KPMG comments on the 2018 World Cup’s impact on retail sales


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Commenting on the 2018 World Cup’s impact on retail sales, Paul Martin, UK head of retail at KPMG, said:

“The UK’s football fascination is in full swing thanks to the World Cup, and of course England’s entry into the quarter-finals following their win against Columbia. But retailers are also playing their own game currently, and the prospect of football finally coming home presents a real opportunity to relieve some of the pressure that’s been brewing in the embattled industry lately, at least for some categories of retail.

“For fashionistas, waistcoats can be found around every corner, thanks to the ‘Gareth Southgate effect’ – yet another example of the growing trend of consumers looking to emulate the look of their rising idols. Likewise, with England’s World Cup performance looking more promising by the minute, sales of football strips and football gear are only likely to be on the up. Success will be determined by how finely-tuned a retailer’s supply chains are at delivering the latest must-haves seamlessly. However, online retailers might find it easier to prise fans away from watching the all-important game than high street retailers will.

“As with other sporting events – and indeed with the British weather being at its best – grocers are poised and ready to refuel excited fans, whilst electrical retailers will be working hard to offer the best new screen to watch the remaining matches on. Consumer confidence and consumer spend does often, but not always, go hand in hand but retailers will naturally be hoping that spirits can be lifted alongside their sales.”


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KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 14,500 partners and staff. The UK firm recorded a revenue of £2.2 billion in the year ended 30 September 2017. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 154 countries and territories and has 200,000 people working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.

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