Retailers, sporting goods makers, and other businesses benefit from extra afternoon sunlight, as it induces customers to shop and to participate in outdoor afternoon sports. In 1984, Fortune magazine estimated that a seven-week extension of DST would yield an additional $30 million for 7-Eleven stores, and the National Golf Foundation estimated the extension would increase golf industry revenues $200 million to $300 million. A 1999 study estimated that DST increases the revenue of the European Union's leisure sector by about 3%.