How sports fever is helping power the UK High Street

By Deann Evans, Managing Director EMEA at Shopify

This summer, both the UK high street and online retailers are experiencing a noticeable uplift in consumer activity, with much of that momentum being driven by sport. From Wimbledon to the Women’s Euros, major sporting moments are sparking new waves of ‘sports fever’ amongst consumers, both online and in store, as shoppers look to connect with the energy of summer in their own way.

Shopify data reveals a significant increase in sport-related sales across the UK. Tennis, for example, has captured attention thanks to the recent Wimbledon Championships, with tennis-related sales up 24.4 percent year-on-year. More specifically, tennis racket sales have grown by 62.5 pe cent, while sales of tennis balls have increased by 12.1 percent.

Our data also reveals that the influence of sport is going far beyond the pitch or court. We’re seeing more and more “sideline shoppers” – those who might not be involved in the sport themselves but still want to be part of the buzz, tapping into the culture, community and style that come with it. For example, we’ve seen sales of sports fan accessories rise ahead of the Women’s Euros by 187.5 percent year-on-year.

Collectively, these figures highlight a compelling opportunity for retailers to respond to cultural moments with speed and creativity. Shoppers are not just purchasing products; they are seeking experiences and a sense of participation. Sporting events, whether local or international, generate a shared excitement and celebration that retailers can tap into by offering products and experiences that immerse them in the moment. Even those who are not avid sports fans are often looking for ways to feel part of the occasion, and retail is a natural avenue for that.

The high street has a vital role to play, delivering immediacy and immersive shopping experiences that mirror the energy of live events. For example, BERO, the premium non-alcoholic beer brand created by Tom Holland and powered by Shopify, invited Londoners to serve up summer in style at a pop-up in Covent Garden to celebrate Wimbledon. At the same time, digital channels enable retailers to amplify this momentum, engaging customers who prefer the flexibility of browsing and buying on their own terms. Together, these touchpoints create a seamless and connected commerce experience, one that today’s consumers not only appreciate but increasingly demand.

Ultimately, the future of online shopping and the high street lies not just in the products it offers but in how well it connects with the cultural pulse of its customers. Those brands who remain agile and responsive to these cultural moments can go beyond simple relevance, turning cultural buzz into meaningful commercial impact. Consumers are increasingly drawn to relevance, shared experience, and a sense of energy, and sport remains a powerful source of all three. By embracing the sideline shopper and staying attuned to the sporting calendar, retailers can unlock new ways to drive growth and build loyalty throughout the year.