15 Jul Soccer Retail on the Rise During World Cup
For the month of June, soccer-related searches increased by 280 percent in the US compared to May, according to SLI Systems (SLI.NZ), an e-commerce technology provider. Searches from Brazilian consumers showed a similarly dramatic increase.
SLI Systems studied consumer search behavior between Mar. 2 and July 9, 2014. The company conducted its study across eight international sporting goods and apparel retailers with combined monthly revenue of approximately $500M and analyzed more than 341 million consumer searches to track interest in soccer-related products, using country-specific product terminology from the U.S. and Brazil. The interests of U.S.-based consumers were clear: there were more than 2.2 million soccer related product searches from just these eight e-commerce sites alone.
“Everyone knows that soccer is a popular sport in South America. Working with more than 800 e-commerce vendors globally, SLI has the means to readily track which products they shop for online. We were curious to learn how the World Cup has affected interest in soccer and soccer goods in the U.S. and to compare that with Brazil,” commented Tim Callan, CMO, SLI Systems.
“Soccer is played year-round in the U.S., but recreational soccer gear tends to be purchased before fall and spring seasons. We found a boost in online shopping behavior during June for products ranging from soccer cleats, balls, shin guards, gloves and other equipment, demonstrating the country’s increased interest in actually playing the sport. It is clear that The World Cup U.S. fanfare will continue long after Sunday’s final game.”
Additional findings from the study include:
- June 16th was the peak day for soccer-related shopping in the U.S., the day U.S. played Ghana. The peak day in Brazil was the 3rd of July, the day before it played Columbia.
- In the U.S., the international teams with most consumer interest are Brazil, followed by Germany, Argentina, and the Netherlands.
- In Brazil, the international team with the most consumer interest is overwhelmingly Argentina. The second most popular international team, the U.S., received less than 5 percent the shopping behavior of Argentina
Most popular search terms, in order, for the U.S.:
- USA soccer
- Nike soccer
- Most popular search terms, in order, for Brazil:
- luvas de goleiro de futebol (soccer goalkeeper gloves)
- bola de futebol (soccer ball)
- camisas times de futebol (soccer team shirts)