The sun is shining on some of the region's businesses, thanks to the World Cup
PUBLISHED: 16:32 06 July 2018
World Cup football feel good factor boostng business for pubs and shops.
A winning football team and glorious sunshine has proved to be a fortuitous combination for many businesses in Suffolk and north Essex.
Pubs are reporting an increase in beer sales, while Gareth Southgate’s attire is sparking a rush for waistcoats.
Chateau Wines off licence in Marks Tey reported a three-fold-surge in business on the days that England plays. “Its gone bonkers, we’ve been ridiculously busy,” said manager Richard Hipkin. “We’ve almost doubled our turnover in the last month. But although they’re a wine shop who specialise in gin, Mr Hipkin added: “Its the beer that everyone is after right now.”
In Ipswich, pubs with TV screens have been packed for World Cup matches.
Greg Cooper, of Beer & Co, said: “We had our own World Cup event, for the England v Belgium game, wih Belgian beers of course.
“It went very well, apart from the result of the match.
“Groups of friends are getting together and going to pubs for the matches, as we have.
“There is a really positive feeling about and people are out and about shopping too.”
General manager of Isaacs on the Quay, in Ipswich, Alex Tiunovs said:
“We’re really enjoying the World Cup, and the atmosphere at Isaacs has been fantastic, with our customers really getting behind their teams. The Isaacs Courtyard has proved to be popular with customers enjoying some great weather alongside the football.”
UK head of retail at KPMG, Paul Martin, said the prospect of football finally coming home presents a real opportunity to relieve some of the pressure that’s been brewing in the embattled industry lately, at least for some categories of retail.
“For fashionistas, waistcoats can be found around every corner, thanks to the ‘Gareth Southgate effect’ – yet another example of the growing trend of consumers looking to emulate the look of their rising idols.”
A representative for Ipswich’s men’s clothing store Twist’n’Shout said a lot of men are buying waistcoats at the moment, but puts it down to the balmy weather, “and the Peaky Blinders effect.”
William Coe, of Coes of Ipswich clothing store, said the prolonged sunny spell had been good for business. “People think they need to invest in their summer wardrobe because the good weather will last,” he said.
With England’s World Cup performance looking more promising by the minute, sales of football strips and football gear are likely to be on the up. “Success will be determined by how finely-tuned a retailer’s supply chains are at delivering the latest must-haves seamlessly,” said Mr Martin. “However, online retailers might find it easier to prise fans away from watching the all-important game than high street retailers will.”
The Centre for Retail Research (CRR) estimates that the economy has benefitted from extra spending of more than £1bn this year, which it predicts will rise to £2.7bn if England makes it to the World Cup finals.
It says much of the spending will be at shops with fans stocking up on food and drink before watching matches at home.