The 2026 FIFA World Cup is expected to deliver a major boost to retail spending, with consumer activity extending far beyond the 90 minutes of action on the pitch.
According to new research from VoucherCodes.co.uk, the tournament is creating a three-phase spending cycle: pre-match preparation, matchday consumption, and next-day recovery.
One of the most striking findings is that an estimated 2 million people are expected to call in sick after late-night World Cup matches, creating additional demand for convenience food, beverages, coffee, and breakfast purchases.
Ahead of matches, fans are expected to spend heavily on TV upgrades, technology products, sportswear, and home entertaining essentials. The study projects £325.3 million in spending on electronics and £296.7 million on sports apparel alone.
Matchday spending will be driven by food, drinks, and hospitality, with the hospitality sector expected to generate nearly £898 million during the tournament.
The commercial impact is also expected to continue into the following morning. Researchers estimate that more than 5.2 million coffees and hangover breakfasts will be purchased as fans recover from late kick-offs.
Industry experts argue that retailers focusing only on match time risk missing a significant share of consumer spending. Instead, they suggest treating each World Cup fixture as a multi-day commercial event that begins before kick-off and continues well after the final whistle.
With an estimated 1.5 billion viewers expected to watch the opening match, the World Cup is shaping up to be one of the biggest retail opportunities of the year, driving spending across multiple sectors and extending consumer activity well beyond the game itself.