The ongoing FIFA World Cup 2026 is giving a welcome boost to grocery retailers, with new data from Visa showing football fans are spending significantly more on food and drink as they prepare to watch matches at home.
Analysis by Visa's Consulting and Analytics team found that food and grocery spending on England match days rose by 10 per cent compared with the equivalent weekdays in 2025, highlighting strong demand for at-home viewing occasions alongside increased spending in pubs and restaurants.
Across the tournament's group stage, from 11 to 28 June, grocery spending in England was up seven per cent year on year, underlining the wider retail impact of the competition.
The findings suggest the tournament is creating additional sales opportunities for convenience stores and supermarkets, particularly as many matches have kicked off later in the evening, encouraging consumers to stock up on snacks, drinks and meal solutions before settling in to watch.
England's match against Ghana on 23 June generated the strongest uplift in consumer spending, with overall card spending increasing by more than 20 per cent compared with the same day last year. While pubs benefited from a surge in late-night trade, grocery retailers also enjoyed stronger sales as many supporters opted to celebrate from home.
Regional data showed notable differences in grocery spending. Newcastle recorded the largest increase, with grocery sales rising 20 per cent year on year during the group stages. Leeds and York each posted 15 per cent growth, while Birmingham, Bristol, Liverpool, Sheffield, London, Norwich and Nottingham all recorded increases of around five per cent.
Although hospitality saw the biggest gains overall—with spending at pubs rising 30 per cent on match days and late-night pub spending jumping 70 per cent after 9pm—Visa said the data also highlights the growing importance of home viewing occasions for retailers.
Rob Cameron, Group Country Manager UK & Ireland at Visa, said: "As a proud partner of FIFA World Cup 2026™, it’s fascinating to see the real-world impact the tournament is having across the world.
"Sitting at the intersection of culture, commerce and global sport, Visa recognises the power of these moments in driving participation and local impact, helping businesses and communities to benefit from increased spending and digital adoption.
“In the UK, we’re seeing how this is translating to significant increases in late-night spending, with businesses’ later opening hours rejuvenating city centres in particular. As excitement continues to build, we expect the UK’s hospitality sector to continue thriving and encourage businesses to tap into the unique opportunities that this moment brings.”