Kieran Maguire makes 'impulse buy' claim after confirmed Celtic news
Celtic may actually have been hit proportionately harder by the pandemic’s impact if they had a more successful season in 2020-21.
That is according to finance guru and Football Insider columnist Kieran Maguire, speaking exclusively after Celtic announced that the club’s Glasgow Airport Store had reopened on 18th June.
The outlet had previously been closed due to pandemic restrictions.
The reopening coincides with the launch of the club’s new away kit and outset of their second season with technical partner Adidas.
The first did not go to plan as the Hoops failed to win the Scottish Premiership title for the first time in a decade.
Bu Maguire explains that Celtic’s poor form on the pitch would have translated to poor merchandise sales in a non-pandemic environment.
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“They have been hit,” he told Football Insider correspondent Adam Williams.
“But I think paradoxically, they might have been hit worse if they had a more successful season.
“In terms of merchandise sales, often it is bought as an impulse buy when fans are in a good mood. That has been in short supply at Celtic Park over the past 12 months.
“So fans would have probably come away quite a few times thinking ‘that performance was below my expectation’ and therefore don’t think about going and buying something from the store.
“The initial launch of the merchandise would have been fine but over the course of the season, they would have taken a hit for failing to meet the expectations of the fanbase.
“So they will have been hit by the pandemic but to a certain extent they will have made up for that with online sales.“