…but, actually, it’s only just beginning.

True, last week was a bit disappointing, wasn’t it? England lasted less than a week in the World Cup, and with them went the 6% sales uplift the trade experienced while they remained in the competition. What’s more, everyone was too fed up to buy a paper, which was probably late to get the result in anyway.

But like England’s sports psychologist Dr Steve Peters doing a lengthy session with Steven Gerrard after that header, I’m here to give you a little pep talk and help manage your inner chimp. There’s plenty of reasons to feel optimistic about the summer ahead.

There’s still 18 days of the World Cup left, including the most important matches, and there’s lots of opportunities to excite your customers.

[pull_quote_right]There’s plenty of reasons to feel optimistic about the summer ahead[/pull_quote_right]

I read online about a beer World Cup in which brews from 20 of the 32 competing countries were bought from Londis Penny Lane and other Liverpool local businesses. How many of the last 16 do you stock and could you make an event of it?

Wimbledon has started and another good tournament from Andy Murray will do wonders for your strawberry, Pimm’s and bubbly sales. Then there’s the Commonwealth Games, Tour de France, cricket Test series against India and the Ryder Cup, as well as hundreds of music festivals around the UK bringing thirsty customers to your area.

The Met Office is forecasting a scorching summer, which will be great for ice, sun tan lotion, ice cream and barbecue food and drink sales.

And if that doesn’t tickle your fancy, it’s only a few weeks until Christmas launches will dominate RN’s product pages.

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