WORLD Cup merchandise has hit Nelson Mandela Bay shops, with soccer fans rushing to snap up anything from cufflinks to expensive team tracksuits.

Shop-owners say demand for 2010 merchandise has been stronger than anything they have yet experienced, and they are having to stock up to keep up with demand.

Sipho Kenyane, manager of the official Fifa 2010 store at the Port Elizabeth Airport, said interest in World Cup merchandise was unprecedented. “The last couple of months sales have increased tremendously,” he said. “Popular items are T- shirts, caps and jackets. Teddy bears, soccer balls, bags and cellphone accessories are rushing out.”

Fans can buy goodies for varying prices, the most expensive being the official Bafana Bafana training suit, which costs R1199. However, for those who don’t want to reach deep into their pockets, a Fifa eraser for R9 might be an alternative.

Sweater and T-shirt prices range from R250 to R410. “And the mascot can be bought for R114 (small) or R182 (large),” Kenyane said.

Action Sports owner Helen Koutsoudis said 2010 products were selling well. “People come in and ask for them. We have caps and balls, but T-shirts will complete the collection soon.

“There is a lot of interest,” confirmed Martin Nefdt, an agent for Puma in Port Elizabeth. He sells all kinds of 2010 sports products to shops around Nelson Mandela Bay. “Since the draw early in December, orders are piling up. Everyone is very excited.”

However, not only sports shops have discovered the growing enthusiasm for 2010 products. Retailers of all kinds are breaking into the market and seizing the opportunity to take advantage of the soccer madness.

Several major retail chains, including Edgars and Woolworths, are also selling 2010-related clothing items.

“The possibility of winning tickets is creating a lot of excitement,” said Simaya Mottiar, manager of the MTN phone shop in Govan Mbeki Avenue.

The company is offering the chance to win tickets to 25 World Cup games to people buying new cellphones. “It is definitely appealing to many people,” he said.

Menswear outfitter Croft, Magill & Watson sells 2010 ties, cufflinks and scarves. A dark blue tie with orange balls costs R105. A scarf costs the same, but is also available in a smaller version at R32,95. Cufflinks are R140 a pair.

“People like them,” said salesman Anthony Bower, showing a delicate designed cufflink bearing the Fifa emblem. “We have already sold quite a few.”

Chris Hart, economic unit head at Investment Solutions, said the economy would definitely get a boost from South Africa’s hosting of the World Cup, but it was hard to estimate the exact profit for the middle-class.

“The informal sector, in which street vendors operate, is likely to take most advantage of the World Cup,” he said.

“Although it will be illegal, the police won’t be able to prevent them from selling the goods far cheaper than the shops do. But it definitely is commercially attractive. The amount of merchandise will increase until it reaches its highest point just before the start of the event.”