With the FIFA World Cup kicking off in a few weeks, a new national survey of 300+ small businesses from host cities reveals how many are hoping for an influx of business, but are scrambling to prepare.
Conducted by Angus Reid Institute in partnership with VistaPrint, the research points to a clear divide between opportunity and preparedness, with timing, investment and business size emerging as key factors in who stands to benefit most.
With an estimated $3.8 billion benefit for Canada as 2026 World Cup co-host, the FIFA World Cup will be a prime opportunity for small businesses to enhance visibility from increased demand, and the findings highlight how this opportunity is already taking shape, including:
- Investment strategies vary widely: Businesses are leaning on a mix of tactics to drive conversion, including social media (43 per cent), special offerings (23 per cent) and signage (22 per cent), though adoption remains uneven.
- Execution will separate winners from laggards: Larger small businesses are significantly more likely to adjust staffing levels (51 per cent vs. 12 per cent), giving them a clearer path to handle and monetize increased demand.
- Revenue Expectations: 56 per cent of small businesses expect increased foot traffic, while 41 per cent anticipate revenue gains of 20 per cent or more, signalling strong upside tied to the tournament.
- Execution will define brand impact: Businesses with greater resources are better positioned to support their marketing efforts with staffing and in-person execution, highlighting the link between brand visibility and the ability to deliver on the customer experience.
The data suggests the FIFA World Cup will act as a high-stakes moment for small businesses, one where preparedness, operational capacity and early investment will ultimately determine who translates increased visibility into meaningful revenue growth.
Erin Shea, Senior Director of North America Marketing at Vista, said the gap right now is between awareness and action.
“Small businesses know the opportunity is coming. Our survey shows that nearly half (49 per cent) of respondents say the tournament will be ‘very important’ for attracting customers, and among businesses that expect a positive impact, 61 per cent are anticipating a revenue increase of some kind. That’s a meaningful signal,” she explained.
“But knowing an opportunity exists and being positioned to capture it are two very different things. This is especially pronounced among solo operators, where only 37 per cent say they feel ready. In many cases, it comes down to limited time, budget, and resources. Larger teams have already started adjusting staffing, planning promotions, and thinking through operations, while smaller operators are still in early-stage planning.
“That window to act is narrowing quickly. The research highlights a divide between opportunity and execution—what specifically are the top actions that separate businesses that will capitalize on the event from those that won’t?”
Shea said it is important to plan early and execute with intent.
“The businesses that stand to benefit most are the ones already aligning their operations with the expected surge in demand. That includes adjusting staffing, inventory, and marketing ahead of time. In fact, 44 per cent plan to increase inventory, 38 per cent are adding staff, and 36 per cent are extending hours. That’s a clear, deliberate push to meet rising demand before it arrives,” she said.
“On the marketing side, businesses are leaning on social media (43 per cent), special promotions (23 per cent), and signage (22 per cent to capture attention, though adoption remains uneven. The businesses that wait until the last minute risk missing the initial surge entirely. The first wave of foot traffic is often where the biggest gains are made.”
Shea said business size creates real structural differences in both capacity and investment.
“Our data shows that 69 per cent of businesses with 10 or more employees feel prepared for the FIFA World Cup , compared to just 37 per cent of solo operators. When it comes to budget, that gap is equally pronounced: while 24 per cent plan to invest $5,000 or more to prepare for the FIFA World Cup , 43 per cent aren’t planning to spend anything at all, with smaller operators accounting for the majority of that group and are far less likely to allocate budget,” she said.
“That said, smaller businesses can still compete by being focused and strategic. They don’t need to do everything, they just need to do a few things well. Simple, high-impact actions like clear storefront signage, a strong social media presence, and one or two well-executed promotions can go a long way. Agility is actually an advantage; smaller teams can move quickly and create more personalized, local experiences that resonate.”
Before any tactic lands, the visual identity of the business is what customers encounter first, noted Shea.
“In a high-traffic moment like the FIFA World Cup, that first impression sets the stage for everything that follows. Social media leads adoption at 43 per cent, but it functions primarily as an awareness driver. It gets people through the door. The conversion work happens in-store, and that’s where signage and special promotions become critical. Customers who have been primed by a social post and then walk in to find clear, relevant messaging and a compelling time-sensitive offer are far more likely to spend than those who arrive without context,” she said.
“Bundled offers, event-themed promotions, and time-sensitive discounts are particularly effective because they create urgency and encourage customer engagement. They help businesses convert foot traffic into real revenue, rather than just browsing. The businesses that connect every touchpoint, from the social post to the in-store experience are the ones that have the chance to unlock a customer relationship.”
Shea said the FIFA World Cup is a compressed window of elevated visibility, and the businesses that treat it only as a short-term revenue event will leave a lot of value on the table.
“The smarter play is to think beyond the event itself and use that surge of new traffic as a gateway to long-term growth and build retention.
That starts with making the experience itself memorable, not just well-stocked shelves or a promotional sign, but something that feels genuinely connected to the moment and gives customers a reason to comeback. Then it requires actively capturing those new visitors: it can be as simple as encouraging social follows, collecting emails, or offering incentives for repeat visits.
“Our research shows that 56 per cent of businesses with potential upside expect customer traffic to increase during the tournament. That’s a significant influx of new faces. If businesses can convert even a fraction of those into repeat customers, the return of any FIFA World Cup investment multiplies considerably. The match ends in 90 minutes. The customer relationship doesn’t have to.”
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