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Especially outdoor furniture

German consumer sentiment and sales impacted by European Football Championship

The European Football Championship, in Germany until 15 July, has spurred on consumer sentiment and spending, according to a recent survey conducted by Appinio on behalf of the German Retail Association (HDE). The study was conducted using 1,000 individuals, aged 16 to 65. Garden furniture retailers would be pleased to know that the increase of expenditure is forecast to impact this sector of the furniture market.


Many consumers are planning special purchases during the tournament, with fan merchandise such as scarves, flags, and team-themed decorations proving particularly popular. Approximately 31% of respondents expressed interest in purchasing these items.

Sporting goods like balls, shoes, and jerseys are also on the shopping list for around a quarter of those surveyed. Additionally, nearly 20% of respondents intend to purchase items such as barbecues or garden furniture for their personal use during the European Championship.

Historically, major sporting events have consistently driven up retail sales across various sectors and product categories.

The HDE estimates that German retail could see an additional €3.8 billion in sales during the European Football Championship, underscoring the economic impact and heightened consumer activity expected during this period.


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