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    Women’s World Cup final: Stores prep-up for boost in trade

    Players from England participate in a training session at Central Coast Stadium in Gosford on August 19, 2023, on the eve of the Women's World Cup football final match between Spain and England. (Photo by DAVID GRAY / AFP) (Photo by DAVID GRAY/AFP via Getty Images)

    Stores and pubs are set to enjoy a boost to trade this weekend as families and friends gather for breakfasts and barbecues to watch England’s Lionesses play Spain in the Women’s World Cup soccer final in Australia.

    The game on Sunday (20) will be the first time since England’s men beat West Germany in 1966 that a senior England team has reached a soccer World Cup final.

    With fair weather forecast, stores are expected to see a rise in demand for alcohol, soft drinks, and barbecue food. The early kick off, at 11 a.m. local time (1000 GMT), is also anticipated to drive sales of breakfast treats.

    The boost to trade will be welcomed. On Friday (18), official data showed a bigger-than-expected fall in UK retail sales in July as heavy rain deterred shoppers already hard hit by high inflation and consecutive increases in interest rates.

    Tesco said it expected burger sales to more than double this weekend versus last, with lager sales up 35 per cent and Champagne sales up 30 per cent.

    Sainsbury’s, Britain’s second largest grocer, saw beer sales jump over 20 per cent week-on-week for the Lionesses semi-final victory over Australia on Wednesday.

    “We expect that figure to continue to rise over the weekend,” a Sainsbury’s spokesperson said.

    The group is also forecasting a 10 per cent week-on-week uplift in sales of crisps and soft drinks, and a 30 per cent increase for ice cream.

    Asda has forecast a sales jump of 25 per cent year-on-year for bacon and burgers on Saturday as fans stock up before Sunday’s final. It expects a 5 per cent rise in alcohol sales. Aldi expects to sell over 250,000 cans of beer this weekend and more than a million packets of crisps.

    Nathan Ansell, customer director, at upmarket supermarket Waitrose, said its stores had also stocked up on bacon, sausages, eggs and champagne and forecast high demand for grocery deliveries from Deliveroo and Uber Eats on Sunday.

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