As South Africans settle into winter this year, many households are preparing for more than colder weather. The 2026 FIFA World Cup and the return of Bafana Bafana to football’s biggest stage is shaping consumer behaviour in ways that extend well beyond sport itself.

Retailers like Makro are already seeing signs of a broader “stay-at-home economy” emerging, as consumers look to balance tighter household budgets with the desire to create shared viewing experiences around the tournament.

Across the country, spending patterns are shifting towards products associated with home comfort, indoor entertainment and practical winter living. Heating appliances, electric blankets, warm clothing, bulk groceries and comfort foods remain seasonal staples, but this year they are increasingly being purchased alongside larger-screen televisions, snacks, beverages and household entertainment products.

The trend reflects how major global sporting events often reshape consumer priorities particularly during periods of economic pressure. Rather than spending on nights out or costly entertainment, many families are opting to turn their homes into social hubs for match viewing.

“There’s a growing focus on making the home more functional and comfortable during winter, but also more social,” says Langa Khanyile, Retail Marketing Executive at Makro. “Consumers are planning around shared experiences whether that’s preparing for colder weather or gathering with friends and family to watch football.”

The convergence of winter and the World Cup is also arriving at a time when South African consumers remain under financial strain. High food prices, electricity costs and broader cost-of-living pressures continue to influence how households allocate discretionary spending. That financial reality appears to be reinforcing value-driven purchasing behaviour. Retailers like Makro report stronger interest in bulk-buying, promotional offers and products perceived to deliver longer-term utility, particularly in categories linked to energy efficiency, food storage and home entertainment.

“This shift reflects a wider post-pandemic consumer mindset in which the home has become increasingly central to leisure, social connection and convenience”, says Khanyile.

The World Cup, in this context, is acting less as a once-off sporting spectacle and more as a catalyst for how consumers choose to spend time - and money during winter.

“For us, the opportunity lies in understanding the broader emotional and economic dynamics shaping household behaviour: comfort, affordability and togetherness”, says Khanyile.

And for many South Africans this winter, the most important venue may not be a stadium in Mexico, Canada or the United States - but the living room. To support customers through the colder months and the excitement of the Soccer World Cup, Makro continues to focus on value-led promotions across key winter categories—including food, heating, household essentials, and all the game-time snacks and drinks—through their Layer Up Your Winter and More4Less promotional offerings.

Customers can visit www.makro.co.za to browse current winter and World Cup viewing offers and promotions.

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