COLLECTORS across town are scrambling to get their hands on the Women’s Euros stickers as retailers favor Men’s League alternatives.
Demand for Women’s EURO stickers has skyrocketed as England embarked on a rousing campaign at the Amex following an 8-0 thriller against Norway on Monday.
But an investigation by The Argus found that stores are miserably stocked, with just four out of 18 Brighton retailers surveyed selling the stickers for the women’s competition.
Stickers for the Women’s European Championship, Premier League and Men’s World Cup are manufactured by Panini.
We found that 15 of the 18 stores had Premier League or men’s World Cup stickers, even though no league had started yet.
Shopkeepers said the supply of stickers for the women’s euros had not kept pace with demand. One said: “Good luck with that – you can let us know if you find any.”
Avid collector Holly Lewis from Brighton said when she started collecting stickers for the Women’s Euros earlier this year they were readily available but now stocks have almost completely dried up.
“It’s just a classic,” she said.
“Women’s football is really an afterthought. They’ve tried to bring it to the fore and they’ve done it really well in some ways, but in others it just seems like a token visibility.
“It’s nice to look at the fan park and the banners, but if you can’t even buy stickers in a host city, what’s going on?
Holly, who plays for a women’s club, said sticker books were being given out free of charge earlier this week at the Women’s Euros fan zone in Old Steine, Brighton.
“When they commit to doing something, they have to realize they can’t just make the book, make the stickers and think they’ve done their part.
“If there’s no infrastructure around it, then they don’t provide anything. They give out the sticker books, but if you can’t buy the stickers anywhere, then you have this superfluous book.
“When you’re a kid, it’s fun to spend your allowance on a pack of stickers at the store.
“You can buy them online, but it’s not as fun as going to the store. The whole point is to have something physical that you can keep, so you want that physical interaction by going in to buy it.
“Why aren’t the stores getting the stickers? Why wasn’t this pushed? That’s because people don’t think about it — it’s not high on their agenda.”
The lack of Women’s Euro stickers is not limited to Brighton, as Chelsea Women manager Emma Hayes recently criticized Smyths Toys for the lack of stickers.
in the @SmythsToysUK and not one @OfficialPanini Sticker album Euro 2022 women on sale. How can we push when the sport is still not visible enough? Our girls deserve to be seen. pic.twitter.com/RhDNvlmYwU
— Emma Hayes OBE (@emmahayes1) July 4, 2022
At a shop she visited, she said there was “not a single women’s Euro 2022 sticker album on sale”.
“How can we push when the sport is not yet visible enough? Our girls deserve to be seen,” she said via Twitter.
Responding to the sticker shortage across Brighton, Rebecca Smith, sales manager at Panini, said: “We are tracking daily sales from major retailers and will restock when stocks run low.
“What we can’t control is theft or if a retailer has the stock in a cupboard and not on display.
“We don’t have data for the independent retailers, and we rely on them to order more from their supplying wholesaler, which they know they can do.
“We monitor wholesale stock levels across the country, there are seven in total that supply retailers and the national sales picture. We reorder stock when national sales look too tight.
“Essentially, we have put a lot of work into ensuring there is wide availability of stock across the country when demand calls for it.
“We’ve had an overwhelmingly positive response from retailers wanting to stock the Official Euro 2022 Women’s Sticker Collection. We have been publishing both the Euro and World Cup tournaments for a number of years and each collection is growing in popularity, distribution and sales.”
https://www.theargus.co.uk/news/20279871.stocks-womens-euros-stickers-low-across-brighton/?ref=rss Stocks of Women’s Euro stickers are low across Brighton