Philadelphia is expected to welcome millions of visitors this summer. What opportunities should retailers be preparing for now to help capitalize on the increased traffic?
This summer is shaping up to be one of the biggest Philadelphia has seen in years. The international soccer tournament runs from June 14 through July 4, and Philadelphia will also host Baseball’s Big Week from July 11–14. Combined with the America 250 celebrations, retailers have a unique opportunity to drive incremental sales and attract new customers.
My biggest recommendation is to plan for volume now. Retailers should evaluate cooler space, inventory levels, and floor displays to make sure they’re ready for increased demand. It’s also important to think about the visitors coming into the market. The tournament will bring a global crowd, so imports like Corona, Modelo, and Heineken, along with recognizable domestic brands, local favorites, and variety packs, can help appeal to a wide range of consumers.
What merchandising tactics or display strategies do you believe will be most effective in helping retailers stand out this summer?
The retailers that stand out this summer will be the ones that make shopping easy. Patriotic and America 250-themed displays featuring brands like Yuengling, Samuel Adams, Narragansett, and Truly’s soccer-themed programming are a great place to start. Make it a buying moment, not a hunt.
I also encourage retailers to tie displays and signage to what’s happening throughout the summer. Whether it’s the international soccer tournament, Baseball’s Big Week, or Independence Day celebrations, keeping displays fresh and relevant can help drive engagement. Programs like Yuengling’s Stars & Stripes, America 250-themed packaging, and event-focused displays can help retailers connect with consumers looking to celebrate.
Don’t overlook cross-merchandising opportunities either. Pairing beverages with ice, cups, and snacks can help increase basket size, while cold singles and 4-packs near the checkout can drive impulse purchases.
Are there any products, package types, or supplier programs that retailers should be paying particular attention to as they plan for the summer of 2026?
Patriotic packaging, large-format cans, variety packs, and non-alcoholic beer should all be on retailers’ radar this summer. Athletic Brewing is supporting the season with limited-edition red, white, and blue packaging for Athletic Run Wild IPA, while brands like Yuengling, Samuel Adams, and Narragansett are also bringing America 250-themed packaging and programming to market.
Large-format cans like 19.2 oz. and 24 oz. singles are ideal for on-the-go consumption, while variety packs are a great option for visitors looking to try something new. Retailers should also pay attention to supplier-supported display opportunities and seasonal programs that can help create excitement in-store.
Most importantly, retailers should connect with their sales reps now to learn about available summer programming, display opportunities, and promotional support. Planning ahead will help retailers make the most of what should be a very busy season.