Tanger, a shopping center operator, experienced elevated traffic and sales activity during the summer months, attributing the gains to international and domestic visitors attending the World Cup, according to CEO Stephen Yalof. The company operates locations in eight of the eleven host cities for the tournament.
Yalof stated that the influx of World Cup attendees created an opportunity to introduce visitors to the retailer’s brands and build long-term customer relationships. He noted that visitors sought “real American experiences,” including dining options and retail shopping at recognizable American brands. Tanger’s outlet centers offered these customers opportunities to purchase branded merchandise including Polo, Michael Kors, Kate Spade, Coach, and Nike at discounted prices.
The company reported year-to-date sales increases of approximately 5%, with athletic brands showing particularly strong performance. Yalof highlighted that traffic and sales movements correlated directly, and that Tanger’s mixed-use centers featuring retail, dining, and entertainment encouraged customers to spend extended time on the properties. He indicated that the diverse offerings created a “flywheel” effect, with customers arriving for one experience and remaining for additional activities.
Beyond World Cup-related tourism, Yalof identified increased domestic travel within the United States as a contributing factor to elevated traffic. He attributed this trend to rising oil prices and current geopolitical conditions that encouraged Americans to vacation domestically rather than internationally. Additionally, strength in the film industry and box office performance bolstered customer visits, with patrons combining shopping and dining activities at Tanger locations.
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