New data from Visualsoft shows how big the influence of Euro 2024 and football fever has been on UK spending. When looking at sales in the sports, outdoors and recreation sector year-on-year, average revenue per domain increased by 35%. This was driven by a 40% rise in orders year-on-year. Average order value (AOV) increased at a smaller rate of 5% in June, before dropping to -10% in July. (Resulted in an average decline of -3.5%). This suggest that consumers were spending more, purchasing more frequently, and retailers were attracting shoppers with deeper discounts.
Looking at the first half of July, once knockout rounds began, retailers experienced a 49% surge in average revenue. This was comparable to 2023 and a 63% rise in average order numbers.
Data indicates that the day England won the Quarter-Final (July 6) sites took the most revenue. The average revenue per domain almost tripling YoY (194%). This was closely followed by the day after England won its first match (June 16), with a rise of 107%. In addition to the day England won the Round of 16 (up 97%).
On the June 17, the day following the first win, and on the July 8, the day before the semi-finals, sites saw a significant increase in average order value (AOV), with an increase of 58% YoY. In addition, on July 6, the day of the quarter-final victory, recorded the highest number of orders, 137% higher than the same period in 2023. This contributed to a boost to overall revenue. Apart from these peak days, retailers found success selling a higher volume of smaller items to maintain their revenue levels.
Key data headlines
- Average revenue per domain increased by 35% YoY.
- 40% rise in orders YoY.
- Average order value up 5% in June.
England games also saw a significant impact on conversion for sports, outdoors and recreation retailers. The day England won the quarter finals shows the biggest impact on conversion. Jumping from a typical 1.5% to 5%, demonstrating the impact of sporting events on consumer spending.
Early on in the Euros, mobile spending remained relatively unaffected. However, as the tournament progressed into July there was a notable increase in mobile spending. Rising from 47% in 2023 to 55% in 2024, suggesting that people became more susceptible to impulse purchases. This could possibly be linked to sponsorship advertising. People wanting to show support as the tournament progressed or social media campaigns centred around the Euros to promote products.
Antony Hoyland, VP of Business Development at Visualsoft says, “Retailers in the sports sector have seen a huge growth in sales as a result of the Euros. This is despite the final result – with more orders than we would see in an ‘off year.”
About the research
The Euros ran from June 14 – July 14, in Germany. Due to the timing of this event, the dates chosen to look was 1st June – 14th July inclusive. The focus was on Sports Outdoors and Recreation sector on the Visualsoft Platform.
Enterprise Times: What this means to businesses
The Euros was followed by Wimbledon and now the Paris Olympics. As the summer of sport continues, the industry expects to see consumer interest maintained. Although not at the same scale. Retailers should look to harness this surge in orders. This will require the targeting of consumers with loyalty marketing, personalised newsletters, and targeted discounts to entice them back again. Brands and retailers are becoming increasingly more sophisticated in utilising major sports events to support product sales. They could further embrace personalisation and AI to more effectively engage with key target audiences.
