Consumers tell of their plans to enjoy 2024’s summer of sport

With a busy summer of televised sport getting underway this week (w/c 10 June), 7% of UK consumers say they have bought a new TV, mobile phone or tablet to better enjoy the on-screen action, according to new KPMG research.

As part of its Consumer Pulse survey, KPMG polled 3,000 UK consumers ahead of multiple international sports tournaments being screened this summer. In a boost to retailers, consumers surveyed said that they have made, or are planning to make, home and garden purchases related to them, friends and family enjoying the sporting action.

Of those surveyed*, 7% had already bought a new TV, mobile phone or tablet, to improve their viewing experience. While 5% plan to spend on a new TV, and 8% on a phone or tablet, in order to watch along. Food and drink purchases are also set for a boost, with a fifth of people intending to buy more snacks, or branded alcohol, and one in ten saying they will purchase a BBQ and more home cook food.

Asked specifically about buying the following in relation to watching sport this summer, consumers said:

Commenting on the results, Linda Ellett, UK Head of Consumer, Retail and Leisure for KPMG, said:

“Major sporting events bring about a national feelgood factor and often a related economic boost. Given how prolonged the cost of living crisis has been and with minimal sales growth in recent months, the retail and hospitality sector will certainly welcome these indications of increased spending and will be hoping that good performances from England and Scotland’s football teams can boost spending further and carry on through an action-packed summer of sport.

“The spending upturn is mainly related to watching the action at home – with investments being made in new TVs at the more expensive end of the scale, through to BBQs, and more commonly to plans to buy more snacks, food, soft drink and alcohol, for home consumption. One in ten people also told us they plan to order takeaway on a match day.

“As you would expect, there is also evidence of a boost for the hospitality sector - with one in ten people saying they will head to the pub, and 6% saying they will eat out as they watch an England or Scotland game.”

Asked about how they plan to watch European Football Championship matches, which begin this week, a third of consumers said that they would watch England or Scotland (or their preferred national team) at home alone or with their usual household. This was regionally highest in London.

One in 10 people plan to watch a game at a family member or friend's house. While one in ten will invite family or friends round to their house for the match.

Making an occasion of it, 6% said they would host a BBQ on an England or Scotland match day, while 8% said they would order a takeaway for the game. Takeaway intention is highest amongst those aged 35 to 44, at 16%.

A much-needed boost to the hospitality sector is evident in the form of 13% saying they will watch England or Scotland (or their preferred national team) at the pub, while 6% said they would also eat out with friends or family on an England or Scotland (or preferred national team) match day. Plans to watch a game at the pub are highest regionally in the North East of England (at 19%), while intention to eat out on a match day is highest in Scotland (at 9%).

3% of respondents said they plan to book leave in order to watch a match. While 3% said they plan to take a sick day to watch a game.

Respondents in the East of England were the most likely to say they won’t watch any of the matches, at 47% (compared to 35% nationally).