Due to the World Cup, expectations of a rebound are growing: will the reactivation come in the second semester?

Despite the changes in habits that drive digital purchases, household spending is lagging behind in the total of items and sales channels, with a drop of 3.8% in April, according to Scientia.

In the next few days, the data for May will be released, which The negative trend that has been dragging on since the beginning of the year would continue and would repeat a panorama similar to that of April, when supermarkets were the most affected, with a year-on-year drop of almost 6%according to the Indec.

In that sense, the monthly private consumption index prepared by the University of Palermo record in May an interannual drop of 2.2% and a decline of 0.3% compared to April.

But June could mean a turning point. The World Cup, which is experienced as a ritual, is an opportunity for brands, which capitalize this climate in which consumers are moved more by emotion than by necessitybecause they are more predisposed to treat themselves or advance purchases that they would otherwise postpone.

Different studies show this. According to Youniversal, the level of interest generated by the Cup in Argentina (80%) is superior to other countries like Brazil (70%); while for Orange X, 57% experience it as vacations or partieswith a different planning, so 62% You have more flexible expense control and are allowed to go off budget. Infracommerce added that Decision times are shortened and impulsive purchases are increasing.

In this context, The television stops being an appliance and becomes part of the experience to follow the event from the comfort of home, which the chains take advantage of with offers to boost demand. Sales tripled and the most popular are those over 55 inches.

It also affected the textile sector, one of the hardest hit in recent months. Sportswear sales increased more than 50% on the main chains and the national team t-shirt Adidas In its variants (starters, substitutes and alternatives) it is the star product. A report of Euromericas Sport Marketingnext to Google y Amazon, It is predicted that it will be the best-selling of the 48 teams participating in the tournament, with a total of 2.7 million units.

In e-commerce, in recent weeks, Mercado Libre had more than 7,700 daily searches for Panini albums and envelopes, and 77,500 Starlink televisions and equipment. They also rose more than 640% those of projectors, along with AM/FM radios, speakers, soundbars, mini refrigerators, flags, paintings and accessories.

Also in the last 15 days, Purchases of products associated with football grew 47% in orders and 35% in units compared to the previous fortnight in Storecloud. More than 32,000 transactions on the platform included linked items. The most sought after were t-shirts, figurines, the official ball and limited editions of drinks such as fernet.

There was also an impact on travel in applications and delivery. Demand for cars and motorcycles rose 17% in DiDi before del debut against Algeria and it shot up 103% in the two hours after to the party. And that day, OrdersAlready had a 47% increase in orders between 6 and 10 p.m. versus an average day.

In the sector, they trust that, after the World Cup clean and jerk, reactivation could arrive in the second semester if the slowdown in inflation is consolidated, accompanied by the drop in interest rates and the reappearance of credit.

Two pieces of information were received with optimism: on the one hand, consumer confidence increased 6,4% in June, and, on the other hand, The drop in sales due to Father’s Day was minimalof 0,3% against the date of 2025.

Osvaldo del Rioholder of Scientiaanalyzed that, going forward, “could positively impact the inflationary slowdown planned in the coming months”; to which Osvaldo Giordanopresident of Ieral of Mediterranean Foundationhe advanced “a recovery in salaries for the second half”, which would take purchasing power above the November 2023 level due to lower rates and inflation.

In a potentially looser context, The trend that is already observed of spending on ‘allowed’ items would deepen. “The consumer refuses to give up the moments of consumption that generate the most gratification. In Argentina, when he has margin, you choose to invest in products that provide a concrete benefit for your well-being“, hill Maricel Masutdirector of Worldpanel by Numerator.