As the UK enters the summer of 2025, a diverse range of sporting events, including Wimbledon, the UEFA Champions League, and the Women’s Euros, is set to transform the retail landscape. Independent retailers stand to gain significantly from the surge in footfall and demand that these events invariably bring. As fans gather to partake in the thrilling atmosphere, whether at home with friends or in public spaces, the opportunity for retailers to cater to this communal spirit cannot be overstated.

Carmelina Mancini, marketing manager at Bobby’s, notes that high-profile events naturally increase the demand for snacks and drinks. “These occasions provide a prime opportunity for convenience stores to launch in-store promotions that encourage higher basket spends, particularly on alcohol multi-packs, snacks, and convenience foods,” she states. This echoes broader trends observed during past sporting events, such as Euro 2024, which contributed to a notable 12% increase in footfall across UK high streets during its peak moments, particularly benefiting food and beverage sales.

John O’Neill, retail sales controller at Parfetts, supports this view, highlighting that major events drive consumers to plan social gatherings around key matches. He explains, “Popular sporting events boost demand for convenience foods, especially among 'light shoppers' seeking easy-to-prepare meals.” Retailers should ensure they remain well-stocked with bestsellers, particularly during the build-up to events.

A focus on key alcohol categories, particularly cider, has shown promising results in the past. Daniel Wheeler, category manager at Kopparberg, remarks on the unique consumer behaviour illustrated by summer sporting events: “Cider experiences a significant uplift during these occasions, particularly fruit ciders.” Retailers are encouraged to curate an appealing selection of these beverages to meet demand.

Another trend gaining momentum is the popularity of ready-to-drinks (RTDs). Kate Abbotson, senior trade communications manager at Coca-Cola Europacific Partners, explains that products such as alcoholic RTD cocktails are favoured for their convenience. “These items are perfect for shoppers hosting friends or family,” she says, reflecting on the changing preferences among consumers looking for quick and easy refreshment options.

Significantly, the interplay of weather and sport further enhances retail opportunities. The unpredictability of the British summer means that barbecues can often coincide with major matches, presenting a lucrative occasion for independent retailers. Josh Corrigan, customer development director at St Pierre Groupe, suggests that stocking longer-life products, including bakery goods essential for barbecues, can help retailers maintain profitability and ensure that they are ready for spontaneous customer demands.

Promotions tailored to specific sporting occasions can also lead to substantial sales increases. Caroline Morris, sales director at Bar-Be-Quick, claims that retailers can expect a potential 30% increase in barbecue sales during events like Wimbledon, driven by targeted marketing and product placement.

To maximise these opportunities, innovative approaches to merchandising and promotions can yield impressive results. Mancini suggests “Half-time Hero” stations for impulse buys during game breaks, while O’Neill recommends pairing foods traditionally associated with events, like strawberries and cream with champagne, to boost cross-merchandising opportunities.

As evidenced by the performance during Euro 2024, where the average revenue per domain in the sports, outdoors, and recreation sector surged by 35%, the retail landscape is primed for such strategies. With the right preparations, independent retailers can leverage the excitement of the summer sports calendar to not only drive footfall but also to foster a community spirit that keeps customers returning long after the final whistle blows.

The summer of sport in 2025 is not merely a chance for fans to come together; it is also a pivotal moment for retailers to invest in their stock, promotional strategies, and customer engagement, setting the stage for a season of opportunity.

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Source: Noah Wire Services