How has the World Cup affected Internet Retail?

Friday July 2, 2010 at 4:17pm

Not only has the World Cup dominated the televisions of millions in Britain, it has also been the stimulation for many Internet searches.

New figures from Experian Hitwise show that 1 in 144 UK Internet searches were related to the World Cup. These searches have provided Internet users with easy access to purchasing all their World Cup requirements.

With warm weather and Retailers promoting substantial offers, sales of football memorabilia, alcohol and electrical goods were drastically boosted.

With England preparing to begin their World Cup journey, Retailers anticipated strong interest in football shirts, flags and other memorabilia. Sales of which soared by 32% to provide many with their supporting attire.

Recent figures from IMRG Capgemini e-Retail Sales Index show that the total online sales increased by 22% in May in comparison to that of the previous year. Providing a total spending of a staggering £4.5 billion online during the month of May, equivalent to £73 for every person in the UK, showing that e-commerce has reached its highest growth rate in two years.

A surge of new televisions for the World Cup’s kickoff also took place, raising the sales of electrical goods by 13%. Cameron McLean, general manager for merchant services at PayPal UK, said: “PayPal’s own research shows that consumer spending online has increased over the last few months. In the run up to the World Cup it is not surprising that electricals is one of the biggest growing sectors for the month, with more people spending money on LED and plasma-screen TVs. More generally we have seen that consumer confidence has been growing, with PayPal research showing that 43% of shoppers have increased the quality or quantity of what they’ve bought over the last 6 months. Young people in particular have increased their online spend with 37% treating themselves more now than six months ago. Overall it proves that online sales are going to be crucial for the retail sector as it emerges from the recession and returns to growth.”

With the World Cup being held in South Africa, many followers of the World Cup splashed out on travelling to the host country. According to Robin Goad, director of research at Experian Hitwise, “The massive spike in searches for South African Airways illustrates the appetite for last minute travel to watch the World Cup. There has also been an 85% increase in searches for flights to South Africa over the last couple of weeks”.

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