Retailers reflect on ‘summer of sport’ sales

As summer 2024 draws to a close, retailers are looking back on how major sporting events such as the Euros, Olympics and Wimbledon played on sales. While these big events typically drive a surge in shopper spending, this season’s results served up a mixed bag.

Many retailers had high expectations, but Ian Lewis of Spar Minstal Lovell said it turned out to be less successful than anticipated, despite a packed sporting calendar. He mentioned that the Euros contributed to an increase in alcohol sales, not a “massive amount, but enough for sales to increase certainly the further England went the sales did keep on going.”

Meanwhile, a One Stop store in Croydon saw an 8% increase in sales throughout the July month. Owner Priyesh Vekeria emphasised that promotional packs led to a “noticeable increase in sales”, along with products offering on-pack promotions for prizes related to the events.

Going forward, Priyesh said he would consider closer collaborations with suppliers to enhance customer engagement and drive even higher sales during future events.

Fresh and Proper in Fordham had a record-breaking week as England reached the semi-finals, with owner Joshua James reporting a 20% increase in sales over the three weeks England remained in the tournament. Joshua explained that the store was prepared for the uptick: “That’s what we were aiming for. We filled the store to be about that. We were doing what we would normally do in five delivery days, we were doing in four.”

He highlighted the event’s role in sustaining strong sales throughout June and July’s unpredictable weather. “We were expecting a fall because of the weather, but the Euros carried it over, I think now it’s when we’re feeling it.”

However, when it comes to Wimbledon, the story is different. Joshua explained that unless a store goes all out with themed decorations, the tennis tournament offers little benefit to his business. “I think if you do the strawberries and cream, you’re gonna get something of it. I think a lot more sales would have been attributed to the weather more than anything I think,” he added.

In Peterborough, Neil Godhania explained that events of this nature typically drive an uplift in consumer spending. “Especially in convenience stores, where customers tend to purchase items for parties, gatherings, or quick, on-the-go snacks.”

Higher footfall and increased spending for his Premier store were driven by the combination of the Euros, promotional discounts and successful themed merchandise, Neil said.

He noticed an uptick in non-alochol drinks sales, particularly during weekday games, including soft drinks and energy drinks. Throughout the summer games, Neil’s store also saw an uplift in the sales of snacks, such as crisps, nuts, and other convenient, shareable food items.

Frozen foods like pizza, sandwiches and other quick prep options gained popularity among consumers “looking to enjoy the games without dedicating much time to cooking”.

“Coca Cola were brilliant with their Euro themed merchandise campaign. We implemented a promotion offering six pack deals to customers, which included a complimentary Euro Coca Cola football with each purchase. This initiative prompted me to position their product prominently in my store, resulting in a significant boost in sales. Moving forward, I plan to use this success as a case study to present to other brands, demonstrating the impact such promotions can have. If brands recognise the potential of independent retailers and collaborate on similar initiatives ahead of major events, then we can all win big!” he added.

Nishi Patel of Londis Bexley Park hoped that a fully packed sporting summer would make up for the slow start of the year. “Generally, sales have been down and with the weather, we haven’t had the summer we were meant to have. I thought we’d catch up from the low start of the year but unfortunately, that hasn’t happened for us. The sporting events were great, a lot of the time they did help us.” Alongside a boost in booze sales, Nishi saw an uptick in hot food sales thanks to the evening kick-off times.

It was a “good period” for Girish Reeva in Glasgow, Scotland. The premier retailer enjoyed a solid summer trading period, driven by the ‘summer of sport’. He reported increased sales across key categories - alcohol, soft drinks, snacks and confectionery - especially on the opening night of the Euros when Scotland played.

Sales continued to be strong throughout the football tournament, with notable spikes over the weekends and on multipacks of alcohol and soft drinks. Girish also saw a significant uptick in sales on Snappy Shopper, complementing the in-store boost.

While “the Olympics didn’t have too much of an increase on our sales”, Girish said it still contributed to an overall period of increased consumer spending. “With both of these events [Euros and Olympics] on in tandem it was a good period for our store. I was happy with the results that came from these events succeeding in what we expected,” he added.

Looking ahead, Girish hinted at the potential for specific deals in-store and online to “try and get that extra boost”.