Retailers of Black Stars jerseys are preparing to cut prices after Ghana’s early exit from the 2026 FIFA World Cup triggered a sharp decline in demand for football merchandise.
Many traders had increased their stock in anticipation of a longer tournament run by the national team, but the Black Stars’ Round of 32 elimination has left them with thousands of unsold jerseys and concerns over mounting losses.
Some retailers say they are now willing to offer significant discounts to recover part of their investment rather than hold on to excess inventory.
One trader, Frederick Ashley, said sales surged during Ghana’s match against Panama, prompting many businesses to restock in expectation of sustained demand.
However, he noted that business has slowed considerably since the team’s elimination.
According to him, jerseys that previously sold for GH¢250 could now be offered for between GH¢130 and GH¢150, depending on negotiations, as traders seek to clear their remaining stock.
Ashley disclosed that he still has more than 5,000 jerseys in stock but remains hopeful that future national events, such as Independence Day celebrations, could revive demand.
Other traders believe prices may fall further if wholesalers reduce their rates following the end of Ghana’s World Cup campaign.
Yaw Broni said lower wholesale prices would allow retailers to pass on the savings to customers, with some jerseys likely to retail for between GH¢80 and GH¢100.
James Antwi also indicated that any price reductions would depend on the cost at which traders acquire new stock from suppliers.
Not all retailers, however, are prepared to reduce prices.
Bernard Asamoah said he intends to maintain the current selling price of GH¢150 for each jersey, explaining that discounting the remaining 500 jerseys in his shop would result in substantial financial losses.
The slowdown in sales highlights the strong link between the Black Stars’ tournament performance and the market for football merchandise, with many traders now looking for alternative opportunities to dispose of their stock.
