American enthusiasm for bagpipes has grown noticeably since Scotland's "Tartan Army" fans took over host cities during the World Cup, with Scottish pipers and bagpipe retailers in the US reporting a marked uptick in interest. The trend highlights the cultural impact of Scotland's travelling supporters, who are renowned for their kilts, bagpipes and boisterous singing, and who have reportedly charmed American crowds and media during the tournament.

Sellers and instructors have noted increased enquiries about buying instruments and taking lessons, with the surge attributed directly to the visibility of Tartan Army pipers performing in the streets and stadiums of World Cup host cities. The story ties into a wider pattern of coverage around the Tartan Army's presence in America, including a related report of a US singer's brief romance with a Scottish fan during Boston's World Cup celebrations.