As the curtain falls on the 2024 Paris Olympics, new data from eCommerce provider Visualsoft reveals that despite a quarter of Brits believing they have what it takes to qualify for the 2028 games, the allure of a home cinema experience has outshone the traditional purchase of sports-related goods.
During the Olympics period, revenue for electrical goods and appliances surged by an impressive 44% year-on-year (YoY), outpacing the sports, outdoors and recreation sector, which saw a comparatively modest 12% increase. The trend was also mirrored in order growth, with electrical goods and appliances orders rising by 29% versus a 17% uptick for sports-related items.
Interestingly, the Average Order Value (AoV) for electrical goods and appliances climbed by 12% – a notable achievement considering that such increases are often accompanied by a dip in order volume. In contrast, the sports, outdoors and recreation sector saw a 4% decline in AoV, suggesting that sales growth was driven by a higher volume of smaller orders.
Despite the overall trends, the sports sector did see a momentary surge when the athletics events kicked off on the 1st of August. On this day, sports-related revenue peaked at 70% above the 2024 average, highlighting that the excitement of live sports can still trigger a wave of consumer enthusiasm. The sports, outdoors and recreation sector also experienced a remarkable 134% increase in conversion rates (from 1.6% across the period to 3.7%), indicating that shoppers were highly motivated to purchase rather than just browse.
The influence of Olympic sponsors, including tech giants like Intel, Panasonic, and Samsung, is likely a contributing factor to the 24% rise in mobile orders for electrical goods and appliances. The convenience of mobile shopping, combined with targeted campaigns and sponsorships, appears to have driven this growth, as consumers opted to upgrade their home entertainment setups.
So while the love for sports remains strong, consumers are increasingly investing in enhancing their at-home viewing experience – in fact the BBC saw record breaking views that were more than double the Tokyo Olympics.
Antony Hoyland, VP of Business Development at Visualsoft said: “The rise in sales of electrical goods and appliances during the Olympics underscores a growing trend towards creating the ultimate home cinema experience with live sports holding a special place in the hearts – and wallets – of the nation. However, the spike in sports-related purchases during key events like athletics proves that live sports continue to inspire and engage consumers in a significant way. This trend, fuelled by Olympic sponsorships and the convenience of mobile shopping, reflects a broader change in how consumers engage with major sporting events.”