Maximise World Cup Sales

The 2026 FIFA World Cup is set to be one of the biggest retail moments of the summer, giving convenience stores a major opportunity to drive sales across match-day shopping missions. Spanning three host countries, more than 40 days and 104 matches, the tournament creates bountiful opportunities to tap into planned big-night-in shops as well as last-minute top-up purchases in the run-up to kick-off.

With kick-off times later in the evenings—or very early mornings—many fans are expected to watch from home. From the first game on 11th June until the final on July 19th, the World Cup brings demand for sharing snacks, impulse sweets and last-minute match-day top-ups. A whopping 65% of shoppers see the games as a good excuse for a get-together*, retailers have a clear opportunity to make it easier for customers to build complete baskets. Whether they are prepping for a big fixture with friends or picking up a few extras last minute, supplementing your confectionery with drinks and other snacks offers convenience and offers a one-stop solution for shopper needs.

Showtime Sweets

There are several bulk sweets you can stock that will catch the eye of shoppers taken by World Cup fever. From pick n mix to branded bags, there are plenty of choices from popular brands that are sure to hit the spot. If you want to tailor your offering of pick and mix sweets, the delicious Chocolate Flavour Footballs are the perfect addition. The Limited Edition Haribo Football Frenzy Sweets are another brilliant pick n mix option, combining timely seasonality with big brand appeal. A fantastic sharing option, the Lion Football Gum Bags 130g £1.25 PMP and Maynards Bassetts Sports Mix £1.35 PMP bring deliciously themed sharing options that promote great value and appeal to impulsive shoppers.

For younger football fans, the Crazy Candy Factory Sports Flickerz are a fun novelty line that is sure to appeal to their impulses. Pairing a fruit-flavoured football lollipop with the fun of min sports games, these are ideal for young sweet lovers during the tournament—they’re also included in our Knockout Novelty multibuy offer. Bursting with visual appeal and a £1 RRP, the Sugartown Football Lolly offers a great pocket money line that gets shoppers into the spirit of the tournament, whilst the McAdams England Rock Sticks add an undeniably summery energy, too.

Cheer on with Chocolate

Stocking up on your most popular sharing lines will stand you in good stead throughout the World Cup, particularly as shoppers look to prepare for nights in with family and friends. Both sharing bags and chocolate blocks will be strong options, while working in some price-marked lines is a smart way to signal value and encourage impulse purchases. Retailers can also make the most of planned and last-minute match-day missions by offering trusted brands in easy-to-grab formats, with chocolate boxes providing a simple trade-up option for shoppers looking to make more of the occasion. Proven best-sellers like Lindt Lindor and Cadbury Heroes are sure to fit the bill for those sharing, whilst bigger bars are a brilliant match day indulgence, too.

Supplement with Snacks & Drinks

Alongside confectionery, snacks and drinks are a natural fit for World Cup shopping habits, helping retailers build bigger baskets and offer a more complete match-day solution. From crisps and savoury sharing lines to soft drinks and energy drinks for later kick-offs, offering these can drive basket value and make it easier for shoppers to get everything they need in one go.

Stocking proven favourites, like the Walkers Classic Variety Multipack, gives shoppers an easy choice as they stock up for the tournament and watch parties. Trending snacks like Van Holten’s Papa Pickle & Dill Puffed Snacks are a tempting addition, too—especially when shoppers already have a reason to snack.

Also on-trend, the Perfect Ted Sparkling Matcha Latte and Sparkling Energy cans not only tap into shoppers’ interest in international flavours and the growing popularity of matcha, but also offer a tasty way to stay alert for the late-night kick-offs! The Ghost Energy x Warheads Sour Watermelon Energy Drink is an eye-catching energy boost for sweet lovers, whilst AriZona’s fruity cans and the Slush Puppie Chiller 3 in 1 Bottles are the perfect way to beat the heat.

Inclusive Options Broaden Appeal

Retailers will know that there is more demand than ever to cater for different dietary requirements. Here at Hancocks, you’ll find a wide range of lines that include vegetarian, halal and vegan sweets. Many of the most popular chocolate bars are suitable for vegetarians, whilst we have a wide range of irresistible vegan chocolate, too.

Wave the Flag with Clear Merchandising

Affording space in-store for a dedicated display can help catch shoppers’ attention, especially in high-footfall areas where match-day missions are most likely to convert. Secondary sitings around the store can help build visibility for targeted lines, while placing impulse treats near the checkout makes it easier for shoppers to add a few extra items as kick-off approaches. The key is to merchandise products in a way that makes the match-day occasion easy to shop, from sharing sweets for planned viewing to convenient grab-and-go treats for last-minute top-ups.

Kick-off World Cup Sales with Hancocks

As always, you can find all of the wholesale confectionery you need right here at Hancocks. We work hard to build our vast range of sweets and chocolate so that you can fill your store with the stock that customers really want. As always, you can shop your way—be it online, in-store, or our free Click & Collect service.

Sources

*What are shoppers planning for the FIFA World Cup? | Savvy

Share this post