For SumUp we conducted an omnibus study of 1,079 U.S. adults ages 18 and older, fielded May 15–18, 2026, to learn more about the shopping habits of World Cup fans as it begins in North America. 62% of U.S. adults say they’ll be tuning in to the World Cup. The majority of respondents (68%) would rather head to a local bar or restaurant than a chain to watch the game. One third of fans expect to spend more money than usual at these local spots during match days, and among full-time workers, that percentage rises to 40%.
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Author Notes:
Logan Mine
