World Cup to drive longest Cyber shopping campaigns ever

Campaigns kicking off earlier 

The timing of the World Cup will likely drive trading over a more prolonged period this Q4. Previous years’ data indicates brands increasingly start their Cyber Week promotions ever earlier. October saw steady year-on-year increases last year, with sales up 6% across several sectors. Fashion, health & beauty, home & garden as well as electronics are all sectors which witnessed positive sales growth in October 2021 compared to 2020.  

In 2022, this trend will continue thanks to the World Cup’s timing. With matches coinciding with key trading days such as Black Friday and Cyber Monday, brands will want to offset the likelihood of shoppers being distracted by the tournament. 

Some sectors, especially electronics, will likely execute longer periods of heightened marketing with leading offers launching earlier in October in an attempt to drive traffic and sales in advance of the football kicking off during Cyber Week. Promotions for products like televisions, projectors and soundbars will appear earlier as retailers aim to capture inevitable consumer demand. 

For affiliate marketers, content creators, media houses and CSS (Comparison Shopping Services) partners will be key allies during this phase. At the time of writing, content publishers on Awin have seen an average increase of 20% in sales across our network in H1 2022 vs 2021 (Figure 1).  

 Robust growth from traditionally upper funnel partners supports a trend of more considered purchasing lately. This has been exacerbated by inflation and the subsequent increases to cost of living. Consumers are conducting more research before committing to spend. Trusted opinion, from review sites and influencers for example is driving increased sales compared to the likes of discount and cashback partners who are seeing comparatively lower or even negative growth. 

CSS publishers have also risen in profile with a 57% increase in H1 compared to 2021. Whilst CSS partners on the network have seen continually strong growth since the EU Commission’s anti-competition ruling against Google, they’ve seen the greatest percentage growth out of any publisher type this quarter. With consumers getting savvier, CSS provides a comprehensive view of the market to filter down and choose from, no matter the product they’re looking for. We expect this trend to continue as more advertisers realise the benefits of integrating CSS partners into their campaigns, providing better product coverage across a key discovery channel. 

A winter of sports 

While the World Cup’s timing will inevitably drag promotions ever earlier in Q4, the tournament’s length (the final doesn’t take place until 18th December) means it may extend promotions even later than usual too.  

Historically, match days regularly witness spikes in demand from those watching across a range of sectors. Purchase behaviours during Euro 2020 highlighted this trend and sportswear brands will undoubtedly attract swathes of fans seeking replica shirts and other football paraphernalia as their teams compete. 

A popular choice for Christmas gifting, December is frequently a strong month for sportswear retailers on Awin. December sales in 2021 were up 18% on the previous year’s volume (Figure 2) and we expect that growth to continue this year as the World Cup generates renewed demand from these brands.  

Not to be left behind, we also expect there to be a halo effect felt by other clothing retailers who will be putting a spotlight on their own athleisure and sportswear product lines during this period, while home & garden and more specifically sports equipment advertisers will also likely see increased traffic and conversions from any football-related kit they sell. 

Meeting demand at the right time 

FMCG, alcohol and food & drink advertisers will also be looking to take advantage of World Cup match days, focusing their strategy and messaging to drive impulsive sales around games. The time-sensitive nature of these promotions requires a more dynamic marketing approach with clear calls-to-action. Therefore, discount and coupon code partners will invariably play a key role. 

Takeaway and food delivery advertisers are prime candidates for this type of activity, using match-themed offers to quickly convert customers within the intended timeframe. The combination of time pressure and highly targeted CTAs is a proven sales-driver whilst also providing greater control for advertisers compared to an extended, generic promotional period. 

Cost conscious shoppers will also be on the lookout for discounts and other forms of saving in the lead up to big games when buying from FMCG retailers. The chance to buy in bulk on food & drink essentials and make larger savings may mean we see sales volume drop but average order values increase as shoppers seek to get more for their money. Expect spend and save codes as well as tiered cashback to be popular promotional offers, encouraging greater spend from consumers. 

A World Cup clouded in uncertainty 

Whether the current economic climate will put a dampener on football fever remains to be seen. Do not underestimate Europe’s, and especially the UK’s, love for the beautiful game. Four million viewers tuned in for England’s opening match in this year’s Women’s Euros – almost double are expected for the World Cup.  

With its coincidental timing during Q4’s peak, advertisers need to strike the right combination of enticing promotions and brand-building activity across the extended period to ensure they’re front of mind for the world’s football fans.  

Check out our partner recommendations for the peak season below:

Access the Awin Report 2022 to learn more about the 100 most innovative #Power100 partners on our global platform who can help you tackle the busiest trading period of the year.