Why the World Cup won't save retailers

The press is getting rather excited about the news from electrical retailers that the World Cup has boosted sales of hi-tech TVs. But don't expect this mini-boom to save the High Street, says Jeremy Batstone of Charles Stanley - at least, not unless England win...

The World Cup finals are almost upon us, as if we didn't know! The month long tournament kicks off on 9th June and judging by heavy advertising on television, radio and in shop windows, the UK's retailers are attempting to encourage us to dig deep for the lads. The competition dwarfs all other regular summer sporting events including cricket, tennis, golf, horse racing, rowing and sailing by a country mile.

As such the event is clearly an important occasion for the High St. However, as a research note released recently from Capital Economics makes clear, the event is more likely to make a difference to the timing of consumer spending, rather than its overall level.

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