As the 2026 FIFA World Cup approaches, a study indicates that 22% of Canadians plan to watch the matches at local businesses, showing a strong preference for supporting independent establishments over national chains. Despite this consumer interest, many small business owners are not optimistic about increased revenue, with 58% expecting no change compared to a typical summer. The survey conducted by Merchant Growth highlights a disconnect between consumer demand and small businesses' ability to capitalize on it, as only 37% foresee a revenue boost. Rising operational costs, including fuel and utility increases, are pressuring owners, leading to cautious investment strategies. Many businesses are not taking the necessary steps to prepare, with only 14% increasing inventory or promoting their services in relation to the World Cup. Additionally, Canadians are expected to spend an average of $52 per visit on food and drinks, but price sensitivity remains high, with 69% prioritizing affordability in their summer dining choices. Overall, small businesses face significant challenges in leveraging the World Cup opportunity amidst economic pressures.