At the Max Jr. Mini Mini Mart, general manager Kyle Cox said the store is extending its hours to accommodate crowds eager to watch the late matches.
"We usually close at nine, but the 9:00 games, we're staying open for those now," Cox said after setting up for the night.
The store has converted its outdoor space into a World Cup watch party with a large screen and stage.
Cox said hundreds of fans are expected for Team USA's match.
"The USA games are some of our biggest nights we've ever had," he said. "We're a convenience store, bodega-ish, so we're not a bar restaurant. But seeing how many people are coming out ... the business revenue has been great."
The excitement is also reaching youth soccer programs in Durham, where interest in the sport has been steadily rising. Durham Soccer Academy, founded nearly a decade ago, has seen rapid growth that owner Ozan Gökdemir attributes in part to the World Cup.
"I had one kid to train in months," Gökdemir said. "Now, it's just packed. It's growing a lot and especially I think this World Cup affects a lot."
Gökdemir said he expects soccer's popularity to continue climbing regardless of Wednesday's outcome.
"It is very competitive, especially compared to 2017," he said. "Right now, it's very competitive. They love it and they want to play in a high level."
As fans gather and young players look ahead, many in Durham say the sport's surge shows no signs of slowing.
"We are watching soccer especially after practice," Gökdemir said. "The training is good for us because we get to tell what they need to do on the field. We talk about it a lot on the field."
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