Hamburg News: Trade and Finance. High-class shopping area in the city centre shown.

Hamburg's retail rejoices: FIFA World Cup stimulates sales

Summer weather and world cup fever create happy faces at Hamburg's retailers. Merchandising articles, barbecue items, and tv sets are much in request by consumers.

The fine weather and the start of the FIFA World Cup account for very positive sales in Northern German retail. Merchandising goods, drinks, barbecue items, sweets, and snacks are particularly in demands, says the Northern German retail association Einzelhandelsverband Nord (EHV Nord). Crisps, chocolate, bikinis, or shower
gel: there is hardly any product that does not exist in the Brazilian national colours or as a World Cup edition.

Success of the German team to fuel sales

Provided, the weather remains sunny, and the German team wins and thus stays in the contest, there will be many parties and soccer evenings in private gardens and on domestic terraces, where well-equipped grill masters will cheer to the football professionals”, explains Dierk Böckenholt, general manager of EHV Nord. Experience has shown that merchandise sales rise with the duration of the tournament and the success of the German team.

Demand for TV sets

The world cup also made Germans upgrade their technical equipment in their living rooms and home theatres, with the industry recording positive effects. “Low interests rates for credits, and the world cup as stimulating event, increases the desire for better visual pleasure with consumers”, thus Böckenholt. Large flat or curved screens with high-resolution are now in fashion, reports the association.

Einzelhandelsverband Nord e.V.

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