Tanger Outlets Get Sales Boost from World Cup Tourism, CEO Says

Tanger Factory Outlet Centers saw a significant increase in customer traffic and sales during June and July, capitalizing on the influx of tourists for the World Cup. The outlet operator, which has locations in eight of the 11 tournament host cities, successfully leveraged the major sporting event to attract new shoppers.

World Cup Drives Retail Traffic

In a Wednesday interview with CNBC, CEO Stephen Yalof explained that the company viewed the World Cup as a strategic opportunity. "We knew when you get these new visitors that come for a huge magnet event like World Cup, you've got one opportunity to introduce them to your brand," Yalof said.

The strategy appears to have paid off, converting event attendees into shoppers. The influx included both international visitors and domestic travelers, contributing to higher foot traffic across its properties in host cities.

Sales Impact and Consumer Trends

The increased traffic directly translated into stronger sales performance. Yalof noted the direct correlation, stating, "Traffic drives sales. Traffic and sales always move together." The company reported a 5% increase in sales for the year.

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According to Yalof, several key trends emerged during the tournament period:

• Athletic brands performed particularly well.
• International visitors sought out American brands at value prices, including Polo, Michael Kors, Kate Spade, Coach, and Nike.
• Domestic travel also increased as higher oil prices and global conditions encouraged more Americans to vacation within the country.

Company Performance

The boost from the World Cup aligns with the company's recent positive performance. Tanger reported strong second-quarter results on Tuesday, which it attributed to successful marketing initiatives and other traffic-driving programs designed to enhance its mix of retail, dining, and entertainment offerings.