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German Retail expects sales of 3.8 billion euros for the home European Football Championship

On the occasion of the European Football Championship taking place in Germany this year, the German Retail Association (HDE) estimates the additional sales in the retail sector at 3.8 billion euros. As a survey of 1,000 people by HDE and Appinio showed, food and fan merchandise are particularly in demand.


'In the retail sector, major sporting events always provide sales impetus. This year's home European Championship could boost consumption in individual sectors and product groups,' says HDE Managing Director Stefan Genth. As the survey by HDE and Appinio shows, food is particularly popular on this occasion. Over 41 percent of those surveyed plan to buy snacks, grilled food, drinks and other foods. Fan items such as scarves, flags and decorative items are used by 31 percent. Individual sales effects are also expected for sporting goods, home and garden products, toys and electronics.

Of those surveyed who want to spend on the European Football Championship, most (32 percent) plan to make additional purchases of 101 to 200 euros, 28 percent expect to spend between 51 and 100 euros, while eight percent want to spend more than 500 euros. 'The development of European Championship sales in retail is also related to the course of the tournament. If the German national team plays a new summer fairy tale and goes far, it could noticeably increase consumer sentiment,' says Genth.

The majority of respondents show interest in the European Championship. Almost 70 percent plan to watch all or selected games of the tournament if possible. The respondents have mixed expectations of the performance of the German national football team. At around 25 percent, most of them consider reaching the quarterfinals to be likely, while around a fifth expect to make it to the final in Berlin. The 2024 European Football Championship will take place in Germany from 14 June to 14 July.

The population-representative survey was conducted by HDE and Appinio at the beginning of May. 1,000 people in Germany aged 16 to 65 were surveyed.

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