Whether a football fan or not, English homes have been gripped by the progression of the England team through the Euros 2024 championship. Retailers have lapped up the rewards as England continued to progress, rather than being knocked-out early and seeing the feel good buying-frenzy quickly dissipate.
Food retailers are expected to have benefited the most as food and drink sales for watching the games at home soared. Sainsbury’s said sparkling wine and ready-to-drink cocktail cans were up by 30%. On the final game against Spain alone, retailers are predicted to have scooped a tasty £280.1m boost. Ahead of the game, Tesco predicted a sale of 180,000 packs of burgers and more than 1 million pizzas and 4 million packs of beers and ciders.
…and it’s not just food retailers that are bathing in the boost! Electronics suppliers have seen an increase in TV sales as households invested in the seeing the big game on an even bigger screen.
Many brands got tactical – piggybacking off major sponsors by incorporating football themed promotions to encourage football fans to buy into their team through their buying choices.
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For more information on the Euros boost to UK retail, read this great article from Retail Gazette.