The World Cup provided a much-needed boost to the retail industry this summer

Despite some early doubt, the 2026 FIFA World Cup has served as a major marketing and retail catalyst for the U.S.’s retail and service industries throughout the summer. 

From tourists’ obsession with ranch dressing to viral Waffle House trips, the 2026 World Cup brought a much-needed boost to the U.S. retail and service industries this summer. Host cities, in particular, experienced a surge in consumer activity as millions of international and domestic fans flocked to stadiums and fan zones. This influx of visitors delivered a revenue boost from foot traffic as people spent more on sports merchandise, watching games at bars and restaurants and even hosting their own watch parties. 

Restaurant and bar service reaches a fever pitch

Bank of America transaction data shows that consumer spending was strong in June — likely driven at least in part by promotions and campaigns tied to the World Cup — as some major host cities saw accelerated growth in certain categories. As just one example, restaurant spend in World Cup host cities was up 6% year over year from June 10 to June 30, while it was up slightly more than 4% elsewhere.

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