Argentina Jerseys Lead Sales as World Cup Fever Boosts Business in Ulubari
Football fever has translated into brisk business for sports stores in Ulubari, with a survey of around 20 outlets in the area revealing Argentina jerseys as the clear favourite among local buyers this World Cup season. The findings offer a closer look at how a global tournament influences buying trends in a regional Indian market, where fan loyalties can shift as quickly as the action on the pitch.
Guwahati, like much of Assam and the wider Northeast, has long had an enduring passion for football, and Ulubari's cluster of sports stores has become something of a barometer for that enthusiasm every four years. As the FIFA World Cup gathers pace, sports shops in the locality are witnessing a steady flow of customers looking to buy jerseys, flags and other team merchandise. Retailers say footfall has increased noticeably since the tournament began, with demand picking up around match days.
One shop owner told GPlus, "The FIFA Fan Park in Latasil might have played a major role in increasing jersey sales this World Cup."
A survey conducted across around 20 sports stores in Ulubari found that Argentina jerseys accounted for roughly 50 per cent of total sales, making them the biggest sellers during the tournament so far. Portugal jerseys followed at around 40 per cent, while France and Brazil trailed well behind, sharing the remaining portion of sales. Together, Argentina and Portugal accounted for nearly nine out of every 10 jerseys sold across the surveyed outlets, leaving only a small share for other competing nations.
A Mid-Tournament Shift in Demand
The survey also reflects how buying patterns changed as the tournament progressed.
According to several shop owners, Portugal jerseys were the early favourites among customers. Many supporters purchased them before the competition got underway, driven by pre-tournament excitement.
However, demand began to shift after Portugal's opening match. Retailers said customer interest in Portugal jerseys declined, while Argentina jerseys started selling at a much faster pace. Within a short period, Argentina overtook Portugal to become the highest-selling jersey across the surveyed stores.
According to the retailers surveyed, such shifts are common during major football tournaments, as supporters often respond quickly to performances on the pitch. Strong results can increase demand for a team's merchandise, while disappointing performances can have the opposite effect. The survey indicates that merchandise sales changed alongside the fortunes of teams during the tournament.
Jerseys Across Different Price Ranges
The survey also found that football jerseys are available across multiple price points, catering to different categories of buyers.
Standard jerseys across different brands are retailing between ₹500 and ₹1,000 in most sports stores in Ulubari. These remain the most popular option among customers because of their affordability.
Premium jerseys, featuring higher-quality fabric and authentic detailing, are priced between ₹1,200 and ₹1,500. Retailers said these versions continue to attract dedicated supporters despite their higher price.
Apart from jerseys, national flags have emerged as another popular item during the World Cup. Priced between ₹200 and ₹450, they offer football fans a relatively affordable way to support their favourite teams.
Interestingly, the survey found a different trend in flag sales. While Argentina clearly led jersey sales, Argentina and Brazil flags were selling in almost equal numbers across the surveyed stores.
Steady Business for Local Retailers
Sales volumes varied depending on the size and customer footfall of individual outlets. On average, each of the surveyed stores reported selling between 30 and 50 jerseys during the tournament so far.
Retailers said demand has remained steady throughout the competition, with customer preferences continuing to change as the tournament progresses. With the World Cup still underway, store owners expect buying trends to remain fluid, with upcoming matches likely to influence demand for different teams' merchandise in the days ahead.