With a week until the 2026 World Cup begins, retailers are gearing up for one of the biggest consumer moments of the year. But beyond the excitement of the tournament itself, this summer’s competition raises a broader question for brands and retailers: does live sport still have the power to drive the large discretionary purchases it once did?
Historically, major tournaments created predictable retail moments. Consumers planned gatherings, stocked up in advance and often used sporting events as justification for larger discretionary purchases – from upgrading televisions to hosting bigger social mealtime occasions built around barbecues, pizzas, beer and party food.
Today, however, the landscape is changing. Consumers’ viewing habits are increasingly divided across traditional live TV, streaming services, social media and on-demand catch-up. Live sport remains one of the few experiences capable of attracting mass audiences in real time, but retailers can no longer assume that those audiences will automatically generate the same scale of spending at the same time.
This year’s World Cup may offer an important test case. With significantly later kick-off times for UK viewers, the tournament is expected to reshape not only how consumers watch football, but also how they shop around it. Rather than the traditional prime-time big night in centred on social gatherings, many matches will encourage more individualised viewing at home – particularly on catch-up – potentially accelerating a shift away from larger planned purchases.
From planned occasions to in-the-moment spending
If live sport’s ability to drive spending is changing, the shift is not necessarily about consumers spending less,but spending differently.
While some shoppers will still plan ahead, NIQ insight suggests spending attached to this year’s World Cup will move towards smaller, more immediate transactions. Consumers are set to shop much closer to kick-off for snacks, drinks and easy treats to enjoy during the game.
There is evidence of this shift from the Euro 2024 final. NIQ Digital Purchases data shows rapid delivery’s share of online fmcg spend rose from 7% to 11% in a single day, as shoppers turned to last-minute purchases ahead of kick-off. This is significant: consumers are still spending around live sport, but increasingly in the moment rather than planning for it in advance.
A new game plan for mealtime occasions
We’ve established that consumers are expected to shift how they shop. But this year’s World Cup will also change what shoppers put in their baskets.
With many England and Scotland matches happening from 9pm onwards, shoppers are less likely to shop for bigger, indulgent mealtime occasions and more likely to opt for lighter, flexible grazing options better suited to late-night viewing. Categories such as crisps, crackers, popcorn and dips are well-placed to benefit during extended at-home viewing sessions. For retailers, this is an important distinction – a basket built around snacks and top-up purchases looks very different from one built around hosting, entertaining and larger meal occasions.
What’s also notable is the conscious shift away from alcohol. NIQ Homescan Survey data shows that 50% of households interested in watching the World Cup expect to consume hot beverages like tea, coffee or hot chocolate during late evening matches. Energy drinks are also expected to gain traction as consumers seek late-night stimulant boosts and support their recovery from late nights.
A different kind of retail moment
This year’s World Cup looks set to be a very different retail occasion. Rather than driving the big discretionary purchases and planned celebrations associated with previous tournaments, it is more likely to generate smaller, last-minute purchases that can be fulfilled quickly through convenience stores and rapid delivery platforms.
None of this means live sport has lost its ability to influence spending. Millions will still tune in and retailers will still see meaningful sales uplifts around key fixtures. But the nature of that influence is evolving.
For retailers and brands, that distinction matters. In an era of streaming, on-demand entertainment and fragmented viewing habits, success may depend less on selling the big occasion and more on anticipating consumers’ needs in the moment. Those that understand how audiences now watch, snack and shop around live sport are likely to be the ones that benefit most this summer.
Katrina Bishop is head of thought leadership western Europe & UK at NIQ
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