When Spain plays, supermarkets don't sell more, they sell differently. This is revealed by data from GELT, a technology company specializing in purchases, which analyzes thousands of shopping receipts and shows that the national team's matches radically transform the composition of Spanish households' shopping baskets, although total spending barely changes.
The tournament, which kicks off on June 11 and will bring together millions of fans worldwide, once again turns homes and gatherings with friends and family into one of the main consumption scenarios. In Spain, the final of the Qatar World Cup 2022 gathered more than 12 million viewers, reflecting the enormous following this competition awakens and its impact on purchasing habits linked to leisure and entertainment.
According to the technology company's analysis, snacks and potato chips are the category that grows the most on days when Spain plays, with an increase of 29%. Very close behind are olives and pickles, which register the highest relative increase of all analyzed categories (+30%), followed by nuts (+22%), candies (+21%), soft drinks (+15%), and beer (+14%).
“When Spain plays, the supermarket notices something different, and we're not talking about higher spending on the shopping receipt, but a change in consumption. What really changes during a European Championship or a World Cup is the shopping basket,” explains Guillermo Peña, Global Revenue Director at GELT.
The data also debunks another common belief. “Purchases to watch the match are not usually made at the last minute. In major competitions, consumers tend to prepare in advance,” explain those from the company.
Figures indicate that average spending the day before the match stands at 33.83 euros, 22% more than on the day of the match itself, when it drops to 27.66 euros.
On the other hand, the emotional intensity of the tournament also has a direct effect on commercial activity. As Spain advanced in Euro 2024, supermarket activity progressively reduced. The average receipt went from 34.33 euros in the group stage to just 17.39 euros in the final, becoming the lowest figure of the entire competition.
Furthermore, the volume of receipts registered during the final was 69% lower than the average for group stage matches.
What consumer profile buys the most for the World Cup?
The profile of those making these purchases also offers some interesting clues for the World Cup. Although women represent 68% of buyers on match days, men register a slightly higher average spend: 31.33 euros compared to 30.60 euros.
By generations, Millennials clearly lead football-related purchases, with an average ticket of 35.89 euros, the highest of all groups analyzed. In second place is Generation Z, with an approximate ticket of 29 euros. Behind them appear Generation X, with an average spend of 27.76 euros, and Boomers, who close the list with an average of 23.13 euros.
By household types, families are the ones who spend the most during the national team's matches, reaching an average of 34.48 euros per purchase.
The data suggests that if Spain advances in the World Cup, supermarkets will once again experience a unique phenomenon: total household spending will not increase, but the presence of products associated with social consumption, snacking, and gatherings in front of the television will multiply.
“When the national team plays, purchasing strategy changes. And the shopping basket also plays its part,” concludes Guillermo Peña, Global Revenue Director of GELT.
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