Register to get free articles
Want unlimited access? View Plans
Already have an account? Sign in
Retail sales during the Football World Cup tournament increased on the days that England played, according to data from a retail software company.
Vend figures showed sales grew by 6% when England played despite the 11% average decrease in retail sales compared with the previous month, throughout the tournament.
Data also revealed sales dropped by 4% after England’s exit from the World Cup and in the lead-up to the final, with 34% drop in spending on the day of the final between France and Croatia compared with the average spend across England’s game-days across the duration of the tournament.
On England’s game days, London sales grew 14%, Edinburgh 8%, however Manchester recorded the biggest spend with average retail sales increasing by 61%. The report said other cities’ sales were much lower than the national average, with Bristol -16% lower, Birmingham -50%, Glasgow -56% and Leeds -67%.
Despite lower figures, fashion and apparel retailers along with food and drink retailers increased by 24% and 7% on game days, according to figures.
Higor Torchia, country manager for Vend in EMEA, said: “There’s not doubt that people hit the streets and bars in droves over the past month. And it’s great to see how England’s games boosted retail sales as supporters celebrated – particularly as these fell on the weekdays that are usually a bit slower for retailers such as Mondays and Tuesdays.
“But the days inbetween didn’t see sales at their usual levels. Perhaps because people were taking some down-time and saving their bank balances for the next big game.”
