How the World Cup is shaping behaviour at home and away from home in the UK

Anticipation is building as the World Cup approaches, with good weather, longer days and optimism around the home nation’s performance providing a welcome lift to the public's mood amid ongoing socio-economic pressures.

However, later match timings are shaping how audiences plan to celebrate. Behaviour is divided, with some choosing to watch matches out of home, while others prioritise the convenience of celebrating at home, driving demand for quick, affordable home viewing solutions. This article explores plans for the World Cup from a shopper and away-from-home perspective.

Summer timings fuel engagement despite later matches

The World Cup consistently ranks among the most-watched television events in the UK. Support is strong, with fans anticipating a season of match viewing, national pride and shared atmosphere every four years.

• 44% of shoppers plan to follow the World Cup this year, compared to 42% for the World Cup in December 2022.

• 59% will follow depending on how their team performs, demonstrating the broad appeal of the event.

• National team support is strong, with 88% supporting a home nation.

There is a 2% rise in those planning to celebrate the tournament compared to November 2022, despite 49% of shoppers agreeing that later match timings will impact how they celebrate. This suggests that the summer timing of the tournament will help boost engagement.

Excitement is driving an appetite to spend

The excitement and atmosphere of the World Cup is directly influencing spending, with 36% of participants this year saying they are tempted to spend more on food and groceries, a notable rise from 23% in 2022.

In 2022, shoppers were balancing World Cup celebrations with Christmas plans, meaning festive spend took priority in budgets. While ongoing cost pressures continue to dampen shopper confidence, the World Cup may temporarily brighten moods.  

The success of the home nations is further encouraging spending, with 39% agreeing they will spend more if their team does well (up from 26% in 2022), reinforcing the link between team performance and spend.

As England and Scotland progress, excitement will build, increasing the likelihood of higher spending both in- and out-of-home. Retailers must capitalise on the buzz surrounding the event to drive impulse spend, using real-time, reactive communications tied to match results.

Away from home operators can respond by building excitement before, during, and after games. For example, Riding House Cafés is giving consumers the chance to win a free round of shots by ‘placing a bet’ on the correct score before kick-off. During the games, shots will cost £5 within five minutes of every goal.

However, reliance on team performance also presents a risk. A significant proportion of fans will only engage with matches involving their team, meaning brands and retailers must account for unpredictability in demand and ensure stock and messaging remain flexible.

Split between home and out-of-home viewing

81% plan to watch matches at home, as ongoing cost concerns and later match timings shape behaviour. In line with their wider event strategy, retailers should promote at-home viewing as an affordable and accessible way to mark the occasion. Through targeted promotions and communications tied to team performance, retailers can drive engagement among increasingly cost-conscious shoppers.

Convenience will be a key priority for those celebrating at home, particularly with some later match timings disrupting usual routines. As fans stay active later into the night, demand for easy, convenient food and drink will grow, creating opportunities for both quick commerce and convenience channels. Brands and retailers are activating around the tournament to meet shoppers' needs, helping them ‘get match ready’.

While at-home viewing will dominate overall, 35% of World Cup followers - particularly younger, more affluent groups - plan to celebrate in pubs, bars and outdoor viewing locations. Many will switch between both, opting for out-of-home occasions for key matches such as those involving home nations, weekend fixtures and finals.

Engaging audiences outside the home

To attract those planning to celebrate out of home, operators must showcase desirable shared experiences that consumers are willing to pay for. With more than half of 18-34s planning to watch some games out of home, Instagram and TikTok will be key to driving awareness, securing bookings, and building footfall.

Share videos and images of food inspired by the host nations, such as a Mexican spiced burger or Canadian poutine fries, celebrations, and fan zones to add credibility to your offer and encourage booking. Creating pre-booking packages can help to secure sales ahead of the match, create upsell opportunities, and help staff plan and order.

Despite interest in watching games outside the home, operators must pay close attention to how consumers engage. While almost half agree that later match timings will impact how they celebrate, 42% say that they will buy more alcoholic drinks than usual.

Later weekday matches may encourage consumers to arrive earlier than usual, especially if they are coming straight from work. They may order food and drinks before and during the game, but are less likely to do so after, as many will have work the next day.

What does this mean for you?

While World Cup plans may already be locked in, the biggest opportunity may come after the final whistle. IGD has an extensive range of insight and experts ready to support you to deliver stronger, more confident event-led retail strategies and tactics. Contact our consulting team today and ask how we can help you to maximise your next key selling moment.

Looking for more insight?

Find our full coverage of the World Cup on our roundup article.