Follow us

Menu
PARTNER WITH USFREE NEWSLETTER
VISIT TheIndustry.beauty

Brits more excited about the World Cup than Christmas

Tom Bottomley
17 November 2022

Over a third (38%) of Brits are more excited about the World Cup than they are about Christmas this year, and 29% agree that Christmas gift purchases will be football related, according to new data from eBay Ads.

With this World Cup departing from tradition and being held in the winter months for the first time - commencing this Sunday 20 November and culminating with the final on 18 December - usual patterns of consumer behaviour have also shifted.

As football fever grips the nation, it will influence winter purchases as Brits plan to invest in everything from kits to electronics in the coming weeks.

Consumer research of 1,000 nationally representative UK respondents aged 16-plus, undertaken on behalf of eBay by Censuswide, with fieldwork conducted between 10-11 October 2022, also revealed that 39% of respondents intend to watch the games from the comfort of their own home, rather than a pub or organised screening.

That provides brands and sellers with a distinct opportunity to help those Brits preparing to stay home and “deck their halls accordingly”.

Upasana Gupta, General Manager at eBay Ads UK, said: “A winter World Cup is unprecedented territory for consumers and brands alike, and it’s clear that Brits will be football-minded when gifting as the games dominate festivities. Consumers have revealed they’ll be switching their sunglasses for scarves as they hunker down at home to watch the tournament, as well as securing sporting gifts for their loved ones’ stockings this year.

“It’s therefore important that brands and sellers alike are prepared for football spirit to influence spending behaviour as consumers invest in everything from kit to electronics.”

Additionally, as the tournament rapidly approaches, brands must be prepared for the female fanbase that has flourished in recent years. According to the eBay website, during the Euro tournament in 2021, searches for ‘girls football kit’ rose twice as much on the day England beat Denmark in the semi-final (7 July), compared to the same day a week before.

Free NewsletterVISIT TheIndustry.beauty
cross