The World Cup is ticking along nicely over in South Africa, if you’re from one of the many South American countries who are prospering that is. While it’s all good news for the fans of Brazil, Paraguay and Chile, the European contingents are having a miserable time. England, Spain and France are among the high profile teams that are having a torrid World Cup so far, and although it’s par for the course from England’s point of view, it might well come as a bit of a shock to the other giants of the game.
But what effect does this have back at home? While I’m no economist, it can’t be denied that when England play well, people are on the whole a lot happier. Anyone in business will report the same thing, when England do well and people are happier, they are more inclined to spend money. The uniting effect on the nation of England’s World Cup aspirations is a rare event and one that is second only to Christmas in influencing people’s spending behaviour. Indeed, the World Cup has been coined “Summer Christmas” by some in the marketing industry due to the way companies devote their budgets so exclusively to one event.
This differs from the Christmas rush because it is influenced by positive results to the country involved. If England do well, you might be more inclined to go and buy that big TV to watch the final on. You might well use it as an excuse to buy something you wouldn’t normally have bought, “Well, I’m just celebrating England winning the World Cup….” The ecstasy felt on the back of sporting events cannot be underestimated, and the positive effects on buying habits could be vital in these delicate times.
So with an inevitably gloomy emergency budget looming tomorrow, a positive England result and some happy headlines in the papers could be just the morale boost the country needs. Throw in a heat wave and Andy Murray winning Wimbledon this Summer and who knows what might happen?! No pressure there then….
If you want to celebrate your own company’s success this year then Corporate Gifts are your way forward. We can personalise your corporate gifts to suit your requirements, so even if England fail dismally this Summer, don’t be afraid to celebrate your company’s success with The Corporate Gifts Company.
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