Women’s Euros tournament to give a £593 million boost to retail

• 15.2 million consumers to shop for the Women’s Euros tournament
• Food and drink sales forecast to hit £441.8 million
• Retail sales set to be up £129.5 million versus the Women’s World Cup in 2023

The Women’s Euros tournament is forecast to give a £593.4 million boost to the retail sector, according to a new report.

The Women’s UEFA Euro 2025 Spending Report, by VoucherCodes.co.uk forecasts a £851.6 million uplift for the UK economy, as fans spend with retailers (£593.4 million) and hospitality venues (£258.3 million) in preparation for the Women’s Euros tournament (2nd – 27th July).

With 19.7 million fans expected to watch the matches from home, 15.2 million people will make a purchase either in-store or online as they stock up on watch-party essentials – equating to 22 percent of the entire UK population.

Breaking spending down further, the largest portion is expected to go on food and drink sales which will drive an estimated £441.8 million for supermarkets, convenience stores and other grocery retailers over the course of the tournament. Fans will also be purchasing sportswear (£57.6 million), electricals (£43.7 million), merchandise (£29.3 million) and decorations (£21.1 million), providing a further boost to the retail sector.

As this year’s tournament will be held in Switzerland, most games will take place in the evenings and at weekends – a welcome change from the 2023 Women’s World Cup which saw early morning games hit retail and hospitality spending. As a result, consumers are expected to spend an additional £129.5 million in retail stores, exceeding the Women’s World Cup tournament (£463.9 million).

However, with viewership of women’s football lower than men’s football, retail sales will fail to match the Men’s Euros tournament last year, which saw spending hit £2.14 billion – that’s £1.55 million more than the Women’s Euros this year.

Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk, comments: “Retailers can look forward to this year’s Women’s Euros tournament with excitement. The summer weather and prime-time matches, combined with England heading into the tournament as joint favourites will encourage consumers to get involved and part with their cash. Retailers are expected to do particularly well, as the family-friendly nature of the tournament will lead to the majority of fans cheering on their teams from home.

The best advice I can give to retailers looking to make the most of the tournament is to focus on offering great value and top customer service. There’ll be a lot of competition for Euros-related products, so any additional discounts or freebies you can throw in will help to secure a sale and build loyalty with your customer base.” 

Image courtesy of Unsplash. Photo credit: Wesley Tingey.