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World Cup effect on retail mounts as England prepares for the quarter-finals

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The World Cup effect is ramping up as the England men’s team progresses to the quarter finals of the tournament, the latest data suggests. 

VoucherCodes is now predicting shoppers will spend £182.5m on retail at this stage of the tournament, while John Lewis and Waitrose have seen sales of football-related products, from new TVs to beer and baubles spike following England wins in the tournament. 

John Lewis has seen football fans stocking up ahead of tomorrow’s quarter final game with France. In particular there was a spike in sales of new televisions after England beat Senegal on Sunday to reach the quarter finals of the event. Sales of 60 to 69 inch TVs were up 124% on Monday, compared to the previous week. 

Footfall decorations, including John Lewis’ football bauble – now sold out online but available in some stores – have risen by 77% over the last week. Sales of chocolate footballs are 99% up at John Lewis.

At Waitrose, sales of crisps, snacks, beer and cider are up as well. Crisps and snack sales are 36% up on last week while sales of dips have risen by 10% as well. Beer and cider sales rose by 16% for the England vs Wales match, and by 8% for Sunday’s Senegal match. 

Natalie Mitchell, director of own brand at Waitrose, says: “Our customers are kicking off the weekend and getting geared up for the big game.”  

Meanwhile, VoucherCodes has released research suggesting that UK adults will spend £281m during the quarter-final stage of the 2022 World Cup. That includes £182.5m on retail, including £151.3m around the England vs France game alone as 21.1m people watch it from home. That includes £100.4m on food and drink, £23.5m on sportswear, £19.7m on TV electricals and £7.8m on souvenirs. 

Hospitality sales are expected to reach a further £98m, of which £71.2m will be spent tomorrow, with 6.4m people expected to watch the games from their local hospitality venue.

Maureen McDonagh, managing director at, says: “Many consumers are choosing to watch this tournament from home in response to the ongoing cost-of-living crisis. This offers retailers a great opportunity with higher levels of footfall prior to games and those ordering online in advance as people stock up on their match-day favourites.  

“Saving is front of mind for consumers more than ever, therefore it’s vital that retailers offer discounts with a true benefit to shoppers. Providing deals across food and drink such as takeaway-style meals and drinks alongside rewards for loyal shoppers will encourage consumers to return as the tournament – and hopefully England – progresses.” 

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