Canterbury of New Zealand Dunedin manager Katelyn Osten said the George St store had sold 38 Otago supporters' items since Otago won the shield on Friday.
''There's definitely been a spike in demand. It's been good for business.''
The limited edition Speight's Fund jersey had nearly sold out, but the store had plenty of other Otago gear for the expected influx of buyers.
''Come the weekend, there will be quite a few people in town buying supporters' gear.''
Champions of the World Dunedin manager Matt Clifford said the store had sold a ''season's worth'' of supporters' gear in the week since Otago raised the shield.
The Otago replica jersey had been the most popular item and demand for blue and gold gear was ''getting bigger and bigger''.
Stirling Sports Dunedin owner Russell Fowler said he traditionally sold about three Otago replica jerseys a year, but since the shield win he had sold five jerseys, sold out of scarves and almost out of caps, and sales of shorts had been steady.
Many dads would be unwrapping Otago gear on Father's Day, he said.
A Canterbury-made T-shirt that detailed the historic win and was set for release tomorrow was nearly sold out through pre-sales.
Estimating the amount of extra gear to order to meet the ''unprecedented'' demand was tricky, he said.
A Rebel Sport Dunedin spokeswomen said there had been a ''spike'' in supporter gear sales, but specific sales figures could not be revealed.
Otago Sports Depot assistant Anna Smith said the Dunedin store was selling Otago jerseys, shorts, T-shirts, hoodies, beanies, scarves, caps and flags.
Since the shield win, people had bought supporters' gear every day, she said.
The Otago replica rugby jersey - particularly the Speight's Fund jersey - and the flags had been popular, she said.
The team's success on Sunday would dictate future sales, she said.
''If Otago defend their title on Sunday, I think it [Otago gear] will continue to sell well. If they don't, then, yeah, we'll see. Hopefully they'll win.''
