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<\/a><\/a>\nWhile 1 in 5 (22%) <\/b>of Canadians said they would watch World Cup matches at a locally or independently-owned business, 58%<\/b> of small businesses expect the tournament to have no impact on revenue compared to a typical summer.<\/p>
\nThat is according to the 2026 Small Business Pulse <\/b>by Merchant Growth<\/a>, Canada\u2019s online financing and growth solution for small businesses. It draws on responses from 130 <\/b>small business owners and a national Angus Reid survey of 1,504 <\/b>Canadians that Merchant Growth commissioned. Together, the findings expose an alarming gap between consumer demand and businesses\u2019 ability to capture that demand.<\/p> \n\u201cThe World Cup is a major economic moment, but it will not benefit every small business equally,\u201d said David Gens, Founder and CEO of Merchant Growth. \u201cBusinesses 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.\u201d<\/p> \nCanadians are showing up for local businesses, but they\u2019re bringing a budget<\/b><\/p> \nAmong Canadians who plan to watch World Cup matches outside the home, there\u2019s an overwhelming preference to support local businesses.<\/p> \nAngus Reid\u2019s consumer survey found that 1 in 5 (22%) <\/b>of Canadians will watch at a locally or independently-owned business, compared to just 2% <\/b>who plan to watch at a national chain or large venue, making Canadians 11x<\/b> more likely to choose local.<\/p> \nThose consumers are prepared to spend. Canadians watching outside the home expect to spend an average of $52 per visit on food and drinks, with notable differences across generations:<\/p> \nFor businesses that attract Gen X and Boomer customers, that represents meaningfully higher revenue potential per visit, if they are positioned to capture it through staffing, inventory, promotions or extended hours.<\/p> \nBut small businesses aren\u2019t prepared to meet that demand<\/b><\/p> \nDespite the clear consumer demand to support local, business expectations remain cautious. Merchant Growth\u2019s survey of small businesses found that one in four (27%) <\/b>will not see increased foot traffic from the World Cup matches.<\/p> \nOnly 37% <\/b>of small businesses expect a World Cup revenue lift, and few are taking the operational steps needed to capture it.<\/p> \nFor many owners, the lack of preparation comes down to the same cost pressures squeezing small businesses all year. About one in five (22%)<\/b> cited a lack of cash or access to financing to invest upfront for World Cup preparations, while 21% <\/b>said rising operating costs leave no budget for extra investment.<\/p> \nBeyond the World Cup, affordability is shaping summer spending<\/b><\/p> \nAs for their broader summer spending plans, Canadians are loyal to small businesses, but price will be a determining factor for many.<\/p> \nCost-conscious consumers will have a direct impact on small businesses. These customers will have tighter budgets, narrowing the margins for owners already absorbing higher input costs.<\/p> \nSmall businesses play defence this summer as input costs eat their margins<\/b><\/p> \nMargin pressure is shaping how small businesses are approaching the summer overall. About three in four (71%) <\/b>believe Canada is already in an economic downturn, or likely heading toward one in the next 12 months. It\u2019s down from 83% <\/b>in 2025, but still elevated.<\/p> \nThe biggest summer cost pressures for small businesses reflect that caution:<\/p> \nThese pressures are pushing many owners to defend margins by pulling back rather than investing in their expansion. This year, small businesses have:<\/p> \nFor small businesses, capturing the opportunity will take more than foot traffic; it will require earlier planning, greater awareness of financing options beyond traditional banks, and the confidence to invest before demand arrives.<\/p> \nAbout Merchant Growth\n \nMerchant Growth was named one of Canada\u2019s Top Growing Companies by The Globe and Mail\u2019s Report on Business magazine in 2025.<\/p>\n
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