ShopperTrak: Father’s Day and World Cup Football score a boost to the High Street

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Father’s Day and World Cup preparations are set to give a boost to shopper traffic on the High Street, with footfall expected to be up 2% on the daily average on Saturday, according to retail intelligence firm, ShopperTrak.

With the UK economy set to benefit from a £1.33bn boost during the World Cup*, the combination of the start of the tournament and Father’s Day landing on the same weekend will impact shopper traffic on the High Street.

Footfall is expected to rise 2% on the daily average on Saturday 16 June, as shoppers head out to pick up Father’s Day gifts and supplies ahead of the World Cup matches over the weekend and England’s first match of the tournament on Monday.

Shopper traffic will then dip on Father’s Day itself (Sunday 17 June), down 5% on the daily average, which follows the trend that has been observed since 2012, where shopper traffic consistently falls on the Sunday of Father’s Day, suggesting more and more consumers are spending the day with the family at home.

Steve Richardson, UK & MEA director at ShopperTrak, said: “We know that both Father’s Day and the World Cup mean shifting patterns in shopper traffic –  for example, our data from the 2014 World Cup showed that footfall generally fell on each match day, but the day after a European national team was knocked out of the tournament, general retail traffic rose +3.41% on the daily average, as shoppers then got back to usual shopping behaviours.  With both events taking place over the same weekend, the impact on footfall will be even more pronounced, with shopper traffic up 2% on the daily average on the Saturday and then down 5% on the Sunday of Father’s Day itself.”

“As with key gifting days, such as Father’s Day, planning will by critical to store success over the World Cup period, especially when factoring in differing kick-off times, which will affect European nations’ shopping habits in different ways.  For example, in the last world cup, footfall was worse affected during day time kick offs, while conversely European footfall rose 30.6% on tournament rest days.  Data-insight driven retail groups will have crunched their past sales and traffic data to build up a clear picture of what to expect during Russia 2018, factoring in match times, impact of team success or failure, weather predictions and World-Cup marketing plans,” he concluded.