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Source: Citi Business News
Traders dealing in Black Stars merchandise are considering significant price reductions after Ghana’s exit from the 2026 FIFA World Cup triggered a sharp decline in demand for national team jerseys.
Many retailers had increased their stock levels in anticipation of a longer World Cup run, but the Black Stars’ Round of 32 elimination has left them with thousands of unsold jerseys and growing concerns over potential financial losses.
During Ghana’s campaign, jersey sales surged as supporters rushed to back the national team. Encouraged by the high demand, traders replenished their inventories, expecting business to remain strong throughout the tournament.
However, sales have slowed considerably since Ghana’s elimination, forcing some retailers to slash prices in an effort to recover at least part of their investment.
One trader, Frederick Ashley, said business had dropped drastically despite strong sales during the tournament.
“Against Panama, the sales increased. A lot of customers came looking for jerseys, so we bought more stock to fill our shops. Currently, we have a huge stock, but business has gone down drastically,” he told Citi Business News.
According to him, jerseys that previously sold for GH¢250, with negotiated prices around GH¢200, may now be offered for as low as GH¢150 or even GH¢130.
“It will affect us in a way, but it’s better to recover what we invested than lose everything,” he said.
Despite the current slowdown, Ashley remains optimistic that future national events, such as Ghana’s Independence Day celebrations, could revive demand.
“We currently have over 5,000 jerseys in stock. Ghanaians love the national jersey, and with time, an occasion may arise where people will need it, especially during Independence celebrations,” he added.
Other traders are hoping wholesale prices will also fall, enabling them to pass on lower costs to customers.
Yaw Broni noted that rising wholesale prices had made the jerseys difficult to sell during the tournament but expects prices to ease following Ghana’s exit.
“Customers can expect to buy some jerseys for between GH¢80 and GH¢100,” he said.
James Antwi, however, explained that any reductions would depend on the prices offered by suppliers.
“Customers should not expect prices to fall simply because Ghana has exited the competition. If we buy the jerseys at lower prices from our suppliers, we will also reduce our prices,” he said.
Not all traders, however, are prepared to cut prices.
Bernard Asamoah, who still has about 500 Black Stars jerseys in stock, said he would maintain the current selling price of GH¢150 per jersey, arguing that reducing prices further would only increase his losses.
“I have about 500 Black Stars jerseys left, and they are selling for GH¢150 each. Reducing the price would mean selling at a loss,” he stated.