Two-Thirds of Small Businesses Expect Positive Boost from FIFA World Cup™, But Many Aren’t Ready

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New research from VistaPrint shows differences in preparedness, timing and investment may shape how businesses benefit from increased tourism

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With the FIFA World Cup™ set to take place in Toronto and Vancouver in just over 50 days, new research from VistaPrint, the print and design partner to small businesses, shows small businesses are anticipating a significant opportunity. The survey of 334 small businesses in the Canadian host cities reveals that nearly two-thirds (64 per cent) expect a positive impact, but not all feel ready to capitalize on it. As businesses prepare for the uptick in foot traffic around the tournament, those that invest in their marketing and customer engagement will be best positioned to capture that demand.

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“With over a million people projected to visit Canada for the FIFA World Cup™, businesses have a real opportunity to reach new audiences and raise the bar in terms of how they present themselves,” said Erin Shea, Senior Director, North America Marketing at VistaPrint. “We know firsthand how important it is for small businesses to build their brand and show up. Those that plan ahead and invest strategically will be better positioned to turn that visibility into growth.”

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Key Findings Include:

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Strong demand is expected, as small businesses anticipate a surge in customers

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The FIFA World Cup™ is a catalytic moment for small businesses, with more than half (56 per cent) expecting an increase in customer foot traffic during the tournament. This is expected to translate into increased business, with 41 per cent of businesses anticipating significant revenue gains of 20 per cent or more.

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Nearly half (49 per cent) of businesses say the FIFA World Cup™ will be “very” or “extremely” important for attracting customers, reinforcing strong confidence in the event as a driver of local business activity.

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Together, these findings highlight how small businesses are preparing for one of the largest global sporting events to take place in Canada since 2010. This will bring a meaningful surge in demand — one that will require businesses to be ready not only to attract customers, but also to convert that interest into revenue.

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A widening preparedness gap across business sizes

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Despite strong awareness of the opportunity, readiness levels differ across businesses and vary sharply by business size. Almost two-in-five (37 per cent) of solo operators say they feel prepared to capitalize on the FIFA World Cup™, compared to roughly two-thirds (69 per cent) of small businesses with 10 or more employees.

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This divide extends to investment and operational capacity. Small businesses with over 10 employees are more likely to adjust staffing levels (51 per cent vs. 12 per cent of those with one to nine employees), giving them the capacity to handle the expected influx of customers.

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“Small businesses might feel like they can’t compete with the big players, but that’s not the case,” added Shea. “During major events like this, it’s the small, thoughtful details that create a memorable customer experience. Think about custom signage, unique packaging, in-store displays or even special takeaway items. These small investments can go a long way in helping businesses stand out and make a lasting impression.”

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This gap suggests that access to time, budget and internal resources may influence how businesses approach preparation for major events, with smaller businesses facing greater constraints and others better positioned to plan ahead and invest in advance.

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Timing and investment will shape who benefits

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From branding and marketing to staffing and operations, preparation is emerging as a key factor in determining success. Some businesses (37 per cent) have already begun marketing and promotional efforts. A further 23 per cent plan to activate their campaigns in April, while the remainder will wait until closer to the event.

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Across the board, businesses report using a mix of print and digital tactics, including social media promotions (43 per cent), special menu or product offerings (23 per cent) and custom signage (22 per cent), to reach customers.

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The findings point to a critical moment for small businesses in Toronto and Vancouver. While the vast majority expect a positive impact, not all are equally positioned to benefit. With the tournament just months away, those who invest in visibility, customer experience and operational readiness will be best positioned to successfully convert this surge in foot traffic into lasting revenue.

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Methodology

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These are the findings of a study/survey conducted by VistaPrint from March 20 – 26, 2026 among a sample of 334 online small business decision makers in Toronto and Vancouver who are members of the Angus Reid Forum. These business (B2C) decision makers are a part of businesses with fewer than 100 employees. The survey was conducted in English. For comparison purposes only, a probability sample of this size would carry a margin of error of +/- 5.3 percentage points, 19 times out of 20.

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About VistaPrint

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VistaPrint is the print and design partner to millions of small businesses around the world. We help small business owners bring their ideas to life through custom print products, easy-to-use digital tools and expert design support. VistaPrint is a Cimpress company (Nasdaq: CMPR).

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FIFA World Cup™ is a trademark of FIFA. VistaPrint is not an official sponsor of or affiliated with FIFA or the FIFA World Cup 2026.

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Contacts

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Media Contact

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Ashley McFarlane

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Account Manager, Talk Shop Media

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