World Cup Tourists Turn US Trip Into Major Shopping Spree
Andrei Fontena, a 33-year-old from Tapajira, Brazil, arrived in the United States with two empty suitcases for his World Cup trip but returned home with them packed full. Traveling with his father, uncle, and cousin, Fontena visited Atlanta, Miami, and New York mainly for the tournament, attending only one match and dedicating two hours to shopping. They purchased clothing, shoes, electronics like iPhones and MacBooks, and beauty products from Sephora, citing better brands, higher quality, and lower prices in the US compared to Brazil. Fontena estimated spending about 30% less on these items in the US.
The US, one of the three World Cup host countries alongside Canada and Mexico, expected 5 to 10 million international visitors. Many tourists embraced extensive shopping at large retail outlets, a trend noted by Lee Sterling, Chief Marketing Officer of Simon Property Group, which owns malls and outlets nationwide. Sterling highlighted increased mall traffic driven by tourists and locals seeking shopping, dining, and World Cup-themed entertainment such as viewing parties and fan festivals. Popular stores included Adidas and Nike, while everyday items like Crest whitening strips, EOS body cream, and melatonin were also in high demand, often featured in TikTok shopping videos.
Australian fans were filmed enthusiastically visiting a Walmart in Texas, chanting and being escorted out by police, yet maintaining high spirits. Some products like American whitening toothpaste and melatonin are harder to find or unavailable overseas, motivating shoppers like 23-year-old Abi Dedley from Leeds, England, who visited San Francisco, Los Angeles, and Las Vegas during the tournament. Although she missed England’s matches, she focused on buying specific skincare and hygiene products, documenting her experience on TikTok and marveling at stores like Target, which saw a 66% sales increase in World Cup merchandise in host cities.
Richie Carburon, associate professor at NYU’s School of Hospitality Management, explained that visitors seek authentic experiences beyond typical tourist traps, including exploring massive US retailers like Walmart and Target. Brands have capitalized on this enthusiasm, with McDonald’s offering World Cup-themed meals and Kraft launching a special ranch sauce designed for travelers to take home, responding to high demand.
The World Cup has thus not only drawn sports fans but also transformed their visits into significant shopping journeys, blending cultural experiences with consumer enthusiasm across the US host cities.
