As the countdown to the 2026 FIFA World Cup begins, analysis and forward-looking insights from unified commerce Shopify Plus agency Visualsoft suggest the tournament will trigger a fresh surge in online retail, but with a shift in what consumers are buying and why.
Building on patterns seen during the UEFA Women’s EURO 2025 and the Paris 2024 Olympics, Visualsoft predicts that the 2026 tournament will extend beyond traditional sports retail and drive growth across fashion, home, and lifestyle categories, as fans increasingly engage with football as a cultural moment rather than a purely sporting one.
From kits to culture: what will drive spend
Previous tournaments have shown that match-driven demand still matters, but it is no longer the full story. During the Women’s EURO 2025, categories like Children’s and Fashion & Footwear outperformed expectations, with revenue rising by 54% and 26% respectively, as families and fans bought into the moment.
For 2026, Visualsoft expects this behaviour to accelerate.
Rather than simply buying a shirt for match day, consumers are likely to spend across multiple categories that help them participate in the experience, from themed outfits and kidswear to hosting essentials and travel-ready gear.
Chris Fletcher, CEO at Visualsoft, said: "Big tournaments have always driven demand for kits and merch, but it goes much further than that now. Shoppers are buying into the whole experience, hosting watch parties and dressing for the occasion, so match-linked sales aren't limited to sports products anymore - they spread right across fashion, home, and lifestyle, particularly around key fixtures."
The rise of the home viewing economy
Visualsoft’s data from the Paris 2024 Olympics already pointed to a growing preference for at-home viewing, with electrical goods and appliances revenue rising by 44%, significantly outpacing sports equipment.
Visualsoft predicts this trend will continue into the 2026 World Cup, particularly as streaming, second screening, and social sharing become central to how fans engage with live sport.
Retailers in electronics, homeware, and even food and drink are expected to benefit, as consumers invest in creating social viewing environments rather than attending matches in person.
Peaks around key fixtures will intensify
Tournament retail patterns are becoming increasingly predictable, but more pronounced.
During previous events, sales spikes clustered tightly around major fixtures. Sports & Outdoors sales rose by 30% ahead of semi-finals, while Children’s orders jumped 45% in the days leading up to key matches.
For 2026, Visualsoft expects sharper, shorter peaks, driven by mobile-first shopping and faster fulfilment expectations. Consumers are leaving purchases later, but converting faster when the moment hits.
Social commerce and younger fans reshape demand
The growing influence of Gen Z and younger Millennial shoppers will also play a defining role.
With platforms like TikTok, Instagram and YouTube driving discovery, demand is increasingly shaped by creators, trends and shareable moments rather than official merchandise alone.
This is likely to amplify categories such as fashion, accessories and novelty products, while also increasing the importance of limited drops, early access and community-led campaigns.
A more balanced commercial playing field
While men’s tournaments still dominate in scale, recent data shows that women’s competitions are closing the gap in terms of retail impact during key moments.
The Women’s EURO 2025 demonstrated that when engagement is high, spending can match or even exceed previous men’s tournament benchmarks across several categories.
For retailers, this signals a broader shift. Growth is no longer tied to a single flagship event, but to how effectively brands tap into moments of national attention and emotional connection.
What this means for retailers
Visualsoft advises retailers to prepare for a more fragmented but higher-intent shopping journey during the 2026 World Cup.
Key priorities include:
- Planning campaigns around key fixtures rather than the full tournament window
- Expanding product ranges beyond core sports categories to capture lifestyle spend
- Optimising mobile and last-minute fulfilment to capture late demand
- Leveraging social commerce and creator-led campaigns to drive discovery
- Creating seamless experiences across online and in-store touchpoints
Consumer expectations are also shaping how this spend plays out. Visualsoft’s One Shopper One Journey research shows that 88% of shoppers now move between online and in-store when buying from the same retailer, while 74% say they feel more confident purchasing from brands that offer a joined-up experience. For major sporting moments like the World Cup, where purchases are often last-minute and emotionally driven, that seamless experience becomes even more critical.
Leigh Mardon, Strategy Director at Visualsoft added: “The retailers that win during the World Cup will be the ones that understand how people actually engage with it today. It is emotional, social and increasingly spontaneous. If you can meet customers in those moments, the commercial opportunity is significant.”