Many Canadian small businesses expect little financial benefit from the 2026 FIFA World Cup despite signs that consumers plan to spend money at local establishments while watching matches, according to a study commissioned by Merchant Growth.
The study found that 22 per cent of Canadians plan to watch World Cup matches at a locally or independently owned business, while 58 per cent of small business owners expect the tournament to have no impact on their revenue compared with a typical summer.
The findings point to a disconnect between consumer interest in supporting local businesses during the tournament and business owners’ expectations about their ability to capitalize on that demand.
The results come from Merchant Growth’s 2026 Small Business Pulse, which surveyed 130 small business owners and incorporated a national Angus Reid survey of 1,504 Canadians commissioned by the company.
“The World Cup is a major economic moment, but it will not benefit every small business equally,” said David Gens, founder and chief executive of Merchant Growth.
“Businesses with the right location, staffing and cash flow may be able to turn increased consumer activity into revenue. But for many owners, rising operating costs and tight margins mean they are being cautious about investing ahead of the opportunity. Too often, small businesses do not realize there are flexible financing options beyond traditional banks that can help them prepare for moments of increased demand.”
The consumer survey found Canadians who plan to watch matches outside their homes are far more likely to choose local businesses than larger operators. Twenty-two per cent said they intend to watch at a locally or independently owned business, compared with two per cent who said they would watch at a national chain or large venue.
Those planning to watch matches away from home said they expect to spend an average of $52 per visit on food and drinks.
Average expected spending varied by age group, with Gen Z respondents reporting an average of $41 per visit, millennials $51, Gen X $60 and boomers $56.
Despite those spending intentions, many business owners reported taking few steps to prepare for an increase in customers during the tournament.
According to the survey, 27 per cent of small businesses said they do not expect increased foot traffic from World Cup matches. Only 37 per cent expect a revenue increase tied to the event.
Among the businesses surveyed, 14 per cent said they had increased inventory or product stock, while another 14 per cent said they had promoted their business on social media in connection with the World Cup. Twelve per cent reported extending operating hours, 10 per cent had hired additional staff, nine per cent had created World Cup-related promotions or themed offerings and five per cent had applied for or accessed financing to support preparations.
Business owners cited financial constraints as a key reason for limited preparation. Twenty-two per cent said they lacked the cash or access to financing needed to invest ahead of the tournament, while 21 per cent said rising operating costs left no room in their budgets for additional spending.
The study also examined broader consumer spending plans for the summer.
Sixty-nine per cent of Canadians surveyed said price and deals would be an important factor in their summer dining decisions, while 56 per cent said supporting local or independent businesses would influence where they spend.
Three in five respondents said they would choose locally or independently owned businesses when dining out this summer, although price would remain a significant consideration. Forty per cent said they would prioritize local businesses even if doing so cost more.
The survey suggests that cost-conscious consumer behaviour could add pressure on businesses already facing higher expenses.
Many business owners reported concerns about the broader economy. Seventy-one per cent said they believe Canada is already in an economic downturn or is likely heading toward one within the next year. That figure was down from 83 per cent in 2025 but remained elevated.
Respondents identified fuel costs linked to global trade disruptions as their top summer cost concern, cited by 42 per cent of businesses. Rising utility bills and weaker consumer demand were each cited by 37 per cent, while 30 per cent pointed to labour costs or minimum wage increases and 26 per cent cited commercial rent or lease increases.
In response to those pressures, 55 per cent of businesses said they had cut spending this year. Twenty-five per cent reported delaying hiring, while the same proportion said they had raised prices. Twenty-two per cent said they had paused expansion plans and 20 per cent reported reducing staff.
The report said many owners are focusing on protecting margins rather than increasing investment as they navigate rising costs and uncertain economic conditions heading into the summer season.
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