Retailers in the UK are forecast to see five million consumers shop either in-store or online in preparation for the quarter-final stage of the Women’s Euro tournament
The Women’s Euro 2025 Spending Report, by VoucherCodes.co.uk, forecasts that £78m will be spent by consumers as they purchase food, drink and other viewing essentials for the matches taking place in Switzerland.
With the large majority of viewers (7.6m) planning to watch the games from home, the grocery sector is expected to do particularly well, with £65.2m set to be spent at supermarkets and convenience stores. This follows the pattern seen in the earlier stages of the tournament, as consumers prefer watching at home instead of heading to hospitality venues.
As well as spending on groceries, shoppers are also expected to spend £4.5m on sportswear, £3.4m on merchandise, £2.7m on electricals, and £2.2m on decorations.
With England playing against Sweden in the quarter-finals on Thursday, the majority of spending will be for that match, with British fans expected to spend £56.8m with retailers.
Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk, commented: “The retail industry, and in particular the grocery sector, can look forward to a week of healthy sales. As excitement grows, so does spending, with the amount consumers spend per game set to increase from £11.3m during the Group stage to £19.5m.
“The key to unlocking sales that last beyond the Women’s Euros is giving your customers great value and high-quality customer service. More than ever, customers want to know they’re getting the best price, so by offering them deals and discounts during the games (helping them come together with friends and family to cheer on the Lionesses), you’ll be building loyalty that lasts.”
NAM Implications:
- Retailers (and suppliers) will have prepared for this moment…
- …and know how to optimise the opportunity.
- All that remains is to build on the momentum of any further success of the England team.
- Fingers crossed…
