- £271.m to be spent with retailers over the Group stage of the Women’s Euros
- Fans to spend £173.4m on food and drink from supermarkets and convenience stores
- 5 million people will make a retail purchase for England’s debut match against France
UK consumers are forecast to spend almost £100 million in preparation for England’s first match against France in the Women’s Euros tournament while £271.4m is expected to be spend over the group stage of the Women’s Euros tournament, a new report reveals.
The Women’s UEFA Euro 2025 Spending Report by VoucherCodes.co.uk finds with 6.2 million viewers planning to tune in from home over the Group stage, food and drink sales are expected to hit £173.4m, as fans pick up supplies for watch parties with friends and family.
As this is the first stage of the tournament, sportswear (£35.7m), electricals (£35.0m), merch (£14.0m) and decorations (£13.4m) will also be popular as consumers shop for the rest of the tournament.
Across the whole tournament UK consumers are predicted to spend £593.4m with retailers, accounting for 44% of all Women’s Euros spend (£851.6m).
England v France (Sat 5th July)
For England’s debut match against France, excitement is set to be high and this is reflected in spending.
Retail spend will far exceed hospitality spend for the game, reaching £98.7m, with the prime-time Saturday night game encouraging viewing parties.
The match will encourage 5m consumers to make a retail purchase, with food and drink sales hitting £49m. Decorations (£6.2m), electricals (£19.9m), merch (£6.8m) and sportswear (£16.8m) will further drive up sales.
Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk, comments: “England’s first match against France will encourage a flurry of retail spending, with excitement and an 8pm prime-time fixture encouraging consumers to host watch parties and make more food and drink purchases.
"Retail is set to do particularly well during the early stages of the tournament, with electronics, decorations and merchandise popular as fans kit out their homes ready to host family-friendly gatherings.
“With a lot of competition for consumer attention, retailers should offer enticing and competitive deals to nudge fans to spend with them. Giving consumers a generous discount or freebie early in the tournament could lead to lasting loyalty across all the games.”