By Tim Deeker-Harris, Vice President at Proxima

Anyone for splitting the G? The Guinness shortages of 2024 showed how a viral social media trend can disrupt global supply chains almost overnight. More recently, trends such as the Greek yoghurt and Biscoff hack demonstrated how demand can spike within hours and continue for weeks.

The challenge for businesses is that social media moves much faster than supply chains. While trends can emerge overnight, sourcing, manufacturing and logistics decisions are often made months in advance. Many retailers, for example, lock in Christmas forecasting and supplier commitments up to nine months ahead.

This creates significant pressure for businesses trying to determine whether demand is a short-lived viral moment or a longer-term consumer shift. Get it wrong and businesses risk shortages, excess stock, margin erosion and reputational damage – particularly in low-margin sectors where forecasting errors are costly.

Businesses also face structural constraints. Most supply chains are designed around predictable demand patterns, with only limited flexibility built in. Companies can only move as fast as their suppliers, manufacturers and logistics networks allow.

One of the most common mistakes businesses make when reacting to viral demand is chasing volume too aggressively. This can lead to over-ordering, inflated procurement costs, rushed supplier switches and compromised product quality. In many cases, businesses also fail to communicate clearly with customers around availability and lead times.

Common mistakes businesses should avoid when responding to viral demand include:

• Over-ordering to chase the trend – leaving businesses exposed to excess stock once demand inevitably drops.
• Compromising on product quality or supplier standards – particularly damaging for brands positioning themselves as premium over the long term.
• Switching suppliers too quickly – which can create compliance, consistency and reputational risks.
• Ignoring margin discipline – with expedited logistics and short-term buying decisions quickly eroding profitability.
• Poor customer communication – failing to manage expectations around stock availability, delays or substitutions.

Instead, procurement teams should focus on protecting core supply, maintaining cost discipline and using phased supplier commitments where possible. Businesses that perform well during demand spikes typically rely on close collaboration between procurement, sales and marketing teams, allowing them to adapt forecasts quickly as trends emerge.

More advanced organisations are increasingly using social listening and consumer data to identify trends earlier and respond faster. However, resilience ultimately depends on supply chain flexibility. Dual sourcing strategies, contingency logistics options and maintaining appropriate safety stock can all help businesses respond more effectively to sudden shifts in demand.

Social media trends are now acting as a real-time stress test for supply chains. Businesses that can respond quickly without sacrificing cost control or quality will be best positioned to turn viral demand into long-term commercial opportunity.

Image courtesy of Shutterstock, published by BongkarnGraphic. Supplied by Proxima.

The post Social media trends are a key test of supply chain resilience appeared first on A1 Retail Magazine.

Far from drawing consumers away from physical retail, social media is driving an estimated 1.7 billion visits to UK high streets every year – an average of over 30 million visits a week – according to new research from American Express.

The Hype to High Street study, conducted with analysts Retail Economics, found that nearly two-thirds (63 percent) of UK adults have visited a shop or hospitality venue within the last year, such as a café or restaurant, after being influenced by content they saw on social media. Among Gen Z consumers (aged 18-28), that figure rises to 88 percent.

The study suggests social media has become a powerful driver of both customer footfall and loyalty, particularly among younger consumers. More than four in five (82 percent) consumers return to a business after a socially influenced first visit, rising to 96 percent among Gen Z. These customers are also powerful advocates; nearly eight in ten (79 percent) say they shared their most recent visit in some way – whether that meant recommending that business, posting about it on social media or leaving a review online. Among Gen Z, that figure rises to 89 percent.

The ‘viral pilgrimage’ economy

Short-form social content is helping translate viral and ‘hot’ products into offline demand, with the rise of products such as Dubai chocolate and matcha drinks, along with trending locations or experiences motivating consumers to visit in person.

This points to the emergence of a new ‘viral pilgrimage’ economy, where consumers travel significant distances to other towns and parts of the country, to experience products, venues and trends they first discovered online. Over a third (35 percent) of Gen Z consumers have travelled to another city or region to purchase a product they first saw trending online. Once there, nearly nine in ten (87 percent) say they would be willing to queue for a sought-after product or experience.

Social influence is driving spend

The research is based on a survey of 2,000 UK adults, combined with economic modelling used to calculate the total value and volume of social media-influenced spending on UK high streets.

Nearly nine in 10 (87 percent) respondents reported spending money during a socially influenced visit, rising to 94 percent among Gen Z shoppers. More broadly, Retail Economics’ modelling suggests that social media now influences one in every 20 in-person high street purchases across the UK, highlighting its growing role in converting online engagement into real-world spending.

The domino effect of viral footfall

At a time when many high streets continue to face pressures, the research also shows that the benefits of socially influenced visits extend beyond individual businesses, generating wider economic value for surrounding retailers, restaurants and other venues.

Almost a third (32 percent) of consumers visited additional nearby shops, restaurants or venues during the same socially influenced trip, while more than one in five Gen Z shoppers (22 percent) said they spent more than originally planned once they arrived.

Dan Edelman, UK General Manager, Merchant Services at American Express, said: “Social media has become the new shop window for Britain’s high streets. What starts as a scroll on social is increasingly translating into real-world visits, increased spending and growth opportunity for businesses across the UK.

What’s striking is that the impact doesn’t stop at the venue that first caught a consumer’s attention – social media is creating a domino effect that benefits neighbouring businesses and helps entire high streets thrive. For merchants, particularly those looking to attract younger consumers, the ability to turn online hype into memorable in-person experiences has never been more important. At American Express, we’re committed to championing the UK’s high streets and the businesses that power them, helping merchants make the most of these changing consumer behaviours.”

Case study – House of Kind

House of Kind, a London-based womenswear brand, is one of those businesses. After one of their T-shirts went viral following a collaboration with charity 50:50 Parliament, there has been a lasting impact on their online and in person sales.

Sonica Beckmann, Founder and CEO of House of Kind, said: “When one of our T-shirts went viral, the response was immediate – our Instagram followers grew by 67 percent in days, website traffic jumped by over 400%, and the product sold out across multiple sizes. At an independent Soho boutique where we are stocked, our in-person sales went up by 60% that week. This won us a new loyal customer base, and we’ve seen a lasting positive effect on the business.”

Richard Lim, CEO at Retail Economics, said: “Social media is not just driving online sales, it is now also influencing in-person spend on the UK high street. The channel’s growth underlines just how quickly shopping via social has become mainstream, as well as the extent of its positive contribution to the long-term health of UK high streets. Social media is becoming an increasingly important driver of footfall in its own right, helping turn shops, restaurants and venues into destinations consumers actively seek out, visit and share with others.”

In the UK since 2021, the number of locations accepting American Express has tripled, including more UK small businesses than ever before.1 American Express Cards are accepted at over 170 million merchant locations worldwide as of year-end 2025.2

The post Social media drives 1.7 billion annual visits to UK high streets appeared first on A1 Retail Magazine.

Total Till sales at UK supermarkets rose (+4.6 percent) in the four weeks ending 13th June, improving from +4.2 percent in the previous period, reveals new data released today by NielsenIQ (NIQ). This was primarily driven by the end of May heatwave, when sales growth at the Grocery Multiples increased (+6.3 percent) in the two weeks ending 30th May, unit growth rose (+2.5 percent) and spend per visit was up (+2.3 percent).

However, NIQ data reveals that in the following two weeks to 13th June, sales growth slowed sharply (+0.4 percent), while unit growth fell (-1.7 percent), as cooler and wetter weather discouraged spending. Shoppers spent £490m less during these two weeks compared with the previous fortnight¹. This is also reflected in consumer confidence remaining unchanged at -23, with shoppers continuing to hold a negative outlook on their personal circumstances.

Boost in promotional spending and online FMCG

In the four-week period, promotional activity continued to play a key role in driving FMCG performance, with spend on promotion rising to 25 percent of total FMCG sales, up from 23.5 percent last year, which was helped by some new World Cup themed promotions. In the online channel, promotional spend was even higher (29 percent), as shoppers prioritised value for money and convenience of shop.

With this in mind, retailers increasingly relied on promotions, targeted price cuts and own label ranges to sustain demand, with own label sales (+5.4 percent value / +0.3 percent units) growing three times faster than branded sales. This was further supported by strong performance from premium own label lines, which recorded +9.1 percent value growth and +6.2 percent unit growth.²

With the uptick in sales and the start of the World Cup, the Convenience channel sales increased +1.7 percent year-on-year. Growth in convenience stores operated by the Grocery Multiples was also higher (+3.6 percent) compared with a year ago.

However, this growth remains well behind online share of FMCG spend, where sales increased (+9.3%) ², making online the fastest growing channel in 2026. This was aided by the rise of rapid delivery which also benefited from the hottest day of the year so far, with rapid delivery reaching 12.8 percent share of online on 26th May 2026, its highest share of online sales this year to date ⁴.

Warmer weather also drove strong growth in outdoor and summer-led products, including suncare (+70 percent), prepared salad (+21 percent value) and fresh dips (+20 percent value). There was also growth in fresh foods (+4.4 percent), while frozen (+9.4 percent) became the fastest growing super category, driven by strong performance in ice cream (+34 percent) and frozen fruit (+28 percent), with total spend reaching £252m.

World Cup fever drives growth in drinks and world cuisine categories

There was also growth in the drinks categories, such as beer, wine and spirits (+2.7 percent), as well as soft drinks (11.9 percent value / +5.6 percent units). Shoppers also spent £411m on lager, where sales rose (+7.9 percent), and £111m on cider (+10 percent). Premix alcoholic drinks (+51 percent) also saw strong growth. This coincides with the start of the World Cup and warmer weather, encouraging consumers to host viewing parties and social occasions.

The impact of The World Cup was also reflected in the demand for new cuisines and world flavours, with the cooking sauces category showing heightened consumer interest in experimenting with more diverse foods. Interest was particularly strong in Japanese (+9.0 percent)⁴, Thai & South East Asian (+14.8 percent), Spanish (+31.2 percent) and Mexican (+7.1 percent) flavours. In contrast, unit growth across more mainstream cuisines declined, including British (-0.9 percent) and Indian (-2.4 percent), while Italian recorded modest growth (+0.7 percent).⁵

NIQ data shows that 43 percent⁶ of shoppers now experiment with new recipes and cuisines at least every fortnight, a trend that is prompting retailers and brands to expand world-inspired ranges to capitalise on growing consumer appetite, further amplified by global events such as the World Cup.

Over the 12 weeks, Asda was the only major retailer to see sales decline (-4.9 percent). Ocado was the fastest growing retailer (+16.1 percent), followed by M&S (+14.3 percent) and Lidl (+9.2 percent). Co-op sales also increased (+6.0 percent) alongside Sainsbury’s (+3.5 percent), which continued to grow market share and rose to 15.0 percent. In contrast, Aldi sales were flat at 0.0 percent.

Mike Watkins, Head of Retailer and Business Insight at NielsenIQ, says: “The arrival of hot weather boosted demand for summer essentials, with suncare, ice cream and refreshment related categories among the fastest growing areas of grocery spend. As well as outdoor dining occasions, dips and sharing foods as consumers made the most of the early summer weather and retailers adapted ranges to meet this demand.”

Mike adds: “Looking ahead, the second heatwave of the year will likely see another boost to sales into July, conveniently coinciding with the summer of sport. Yet, we still expect lower demand into August when the holiday season disrupts spending. The economic outlook for September is still uncertain with increases in mortgage and energy costs expected and the possibility that accelerating food inflation could start to take a bigger share of disposable incomes, which may add further uncertainty for households. Retailers and brands will therefore need to continue to find innovative ways to encourage shoppers to spend to maintain the current sales momentum.”

Unless otherwise stated all data is NIQ Homescan Total Till

¹NIQ Scantrack Total Coverage

²Homescan FMCG 12 we 13.06.26

³NIQ Scantrack Defined Grocery Multiples e commerce 4 w.e 13th June 2026

⁴ NIQ Digital Purchases Value Share | YTD is up to 13th June 2026

⁵NIQ Scantrack | Total Coverage | 12 weeks to 13.06.26

⁶ NIQ Homescan Survey | November 2025

Image courtesy of Unsplash. Photo credit: Immo Wegmann.

The post Supermarket growth cools after end of May heatwave while World Cup fever drives surge in online and promotional spending appeared first on A1 Retail Magazine.

Alastair Lockhart, Insight Director at Savvy, commented: “Slower sales growth reflects a significant fall in consumer confidence in recent months and the fact that Father’s Day retail activations find themselves in the shadows of World Cup activity in-store. No doubt many fathers will, however, be keen to watch a little football as part of their celebrations on the 21^st. For retailers, the World Cup could provide an unexpected boost to Father’s Day spending. With matches taking place later in the day, celebrations may extend beyond the traditional lunch occasion and into the evening, creating additional opportunities for food and drink purchases as families gather to watch the football together.”

Savvy’s findings suggest that many shoppers are focusing on celebrations at home – a trend noted across all calendar occasions this year (to include Valentine’s Day, Mother’s Day and Easter), with many families put off by the rising cost of eating out. Seven in 10 (71 percent) people planning to celebrate Father’s Day said they intended to have a meal at home, with 53 percent saying they will be looking out for limited-edition or exclusive food and drink products. 51 percent intended to purchase more premium food and drink items for the occasion.

When it came to product categories, spending on clothing and cosmetics and aftershave was expected to decline compared with last year. In contrast, non-alcoholic drinks are set to be one of the strongest-performing categories, benefiting from continued innovation and growing consumer interest in the sector. Savvy’s analysis suggests that spending on alcoholic drinks and food for at-home celebrations will remain broadly flat, compared to 2025.

Gift inspiration is increasingly coming from a mix of digital and physical channels. Amazon is now the leading retail source of inspiration, used by 50 percent of shoppers planning to celebrate Father’s Day, closely followed by supermarket stores at 48 percent.

AI is also becoming part of the shopping journey. Half of shoppers (50 percent) agreed that AI makes it easier to find inspiration for Father’s Day, while 45 percent expected to use AI tools to generate gift ideas. Social media too plays an important role, with 46 percent reporting that they had already seen Father’s Day gift ideas on social platforms. 48 percent said they were likely to buy something they discovered through their social media feed. Short-form video content such as TikTok influenced 44 percent of shoppers.

As for what fathers are most likely to receive this year: cards top the list, with 50 percent planning to buy one, followed by chocolates (33 percent), clothes (28 percent) and beer (25 percent). Wine (18 percent), aftershave (16 percent), homemade gifts (16 percent) and gadgets or electrical products (14 percent) complete the most popular gift choices.

Image courtesy of Unsplash. Photo credit: Daiga Ellaby.

The post Father’s Day spending to net £1.3bn but consumer confidence keeps retailers on the back foot appeared first on A1 Retail Magazine.

Consumer card spending grew 0.8 percent year-on-year in May, up from April’s -0.1 percent decline, but still below the latest CPIH inflation rate of 3.4 percent. Essential spending climbed 0.7 percent, led by an 11.9 percent increase in fuel spending, while non-essential spending returned to growth, at 0.9 percent, after falling -0.3 percent last month.

Consumer confidence in the UK, European and global economies all rebounded in May, returning to the levels seen at the beginning of the year, after declining in March and April.

Barclays economic confidence measures
	Jan	Feb	Mar	Apr	May
Strength of the UK economy	24%	25%	21%	22%	25%
Strength of the European economy	28%	29%	26%	25%	28%
Strength of the global economy	25%	24%	21%	20%	25%

Consumers’ confidence in their household finances and ability to live within their means improved one percentage point each, to 65 percent and 70 percent respectively, while consumers’ confidence in their ability to spend on non-essential items grew to 52 percent (up from 49 percent).

Concerns about the impact of the Middle East on costs remain high, but have eased month-on-month, with a lower proportion of consumers concerned about rising energy bills (83 percent, down from 85 percent) and food prices (82 percent, down from 84 percent).

Consumers cut costs and build savings buffers to manage uncertainty

Two in three (65 percent) are making financial adjustments in response to current uncertainty, with this group limiting non-essential purchases (45 percent), takeaways and meals out (42 percent) and energy use at home (38 percent).

Of those making the effort to cut discretionary spending, 35 percent say their top reason for doing so is to offset an increase in essential costs, while 34 percent cited building a savings buffer as their main motivation.

Entertainment returns to growth

Entertainment spending grew 5.8 percent in May, after declining -0.6 percent in April, supported by the box office success of the long-awaited sequel The Devil Wears Prada 2, as well as The Sheep Detectives and Michael.

Digital content and subscriptions continued to perform strongly, rising 12.8 percent year-on-year, its highest growth since August 2021. This was supported by popular series including Rivals Season 2, Euphoria Season 3 and Off Campus, as well as the final matches of the Premier League and UEFA Champions League, with some matches streamed online.

Airline uncertainty slows international travel

Travel spending fell -5.8 percent, marking its third consecutive month of decline, with holidaymakers still taking a wait-and-see approach to their summer plans amid ongoing uncertainty. Airline spending led was down -12.9 percent, suggesting consumers are putting off international travel. A fifth say they are taking a staycation this year, driven by convenience (46 percent), a preference for UK trips (35 percent), cost (33 percent) and a desire to avoid air travel (30 percent).

May’s sunny weather and the early bank holiday supported several seasonal categories, with food and drink specialist stores up 4.0 per cent, and health and beauty rising 5.0 percent. Both furniture stores (6.4 percent), and hotels and accommodation (2.7 percent) returned to growth, after declining in April (down -0.9 percent and -2.4 percent respectively).

Julien Lafargue, Chief Market Strategist, Barclays Private Bank and Wealth Management, said: “May’s data offers an early sign that household demand may be stabilising, but the macro backdrop remains finely balanced. The key question now is whether improving confidence can be sustained, particularly if inflation remains sticky and interest rates trend higher.”

Karen Johnson, Head of Retail at Barclays, said: “The warmer weather and first May Bank Holiday gave consumers more reasons to spend in May, particularly on seasonal essentials, UK breaks and affordable ways to enjoy time with family and friends. Shoppers are still being careful, with many continuing to build savings and managing subscriptions more closely, but they are also finding room in their budgets for the things that feel good value, convenient or worth prioritising.”

Image courtesy of Unsplash. Photo credit: Stephen Phillips – hostreviews.co.uk.

The post Card spending returns to growth in May, as consumer confidence begins to show signs of recovery appeared first on A1 Retail Magazine.

New data from Eldon Square has revealed strong engagement with fashion and lifestyle shopping categories this spring, with April total centre sales rising +4.5 percent year-on-year (+1.3 percent like-for-like). The performance significantly outpaced national retail trends, despite UK in-store non-food sales declining -4.0 percent during the same period, according to the British Retail Consortium (BRC).

The strong sales performance was mirrored by footfall growth across the centre, with Eldon Square recording a +6.7 percent year-on-year uplift during its Spring Summer Fashion (SSF) campaign period (1st April – 17th May). This contrasted with national UK footfall trends, which fell -10.7 percent overall and -10.1 percent across shopping centres, further highlighting Eldon Square’s destination appeal.

Fashion and lifestyle categories were among the strongest performers throughout the period, driven by seasonal wardrobe refresh shopping and increased engagement with Eldon Square’s Spring Summer Fashion campaign, which saw a local creator front a multi-channel creative campaign spanning digital, social, press, and out-of-home activity across the city.

Womenswear also saw strong year-on-year growth at +16.3 percent, reflecting increased spending across the category as shoppers explored both established and newly opened fashion brands such as River Island, H&M and NEXT, in line with the campaign. Mixed fashion (+2.3 percent), accessories (+3 percent) and health & beauty (+2 percent) all recorded positive year-on-year and like-for-like growth, further reinforcing the strength of cross-category shopping behaviour during the spring period.

Additionally, sportswear and outdoors emerged as one of the strongest-performing categories, delivering a significant +23.9 percent uplift year-on-year and like-for-like, highlighting continued demand for athleisure and outdoor lifestyle brands such as Foot Locker and Skechers, providing shoppers refreshed wardrobes for the new season.

Alongside key categories, seasonal trading moments delivered particularly strong results, with the 16-day half-term period from 4 – 19 April recording +4.9 percent year-on-year growth. Easter Bank Holiday weekend performance was exceptionally strong, with sales up +16.1 percent compared to last Easter. Easter activations helped drive this, including Eldon Square’s Easter Reading Corner, which offered an interactive experience for visitors during the school holidays and complemented the wider spring campaign.

Helen Cowie, Centre Director at Eldon Square, said: “These results reflect Eldon Square’s continued success in creating destination-led shopping experiences that encourage visitors to shop across multiple categories during key seasonal moments. Our Spring Summer Fashion campaign has played an important role in driving engagement this season, showcasing the breadth of fashion and lifestyle brands available at Eldon Square while connecting with customers through locally relevant campaign creative, driving further footfall and engagement across the scheme during the campaign period.”

The post Spring fashion and cross-shopping trends drive standout performance at Eldon Square appeared first on A1 Retail Magazine.

Rithum, a global commerce operations platform, has released new research revealing that more than a third (36 percent) of consumers have used AI tools or large language models (LLMs) to help buy groceries in the past six months, highlighting the growing role AI is playing in everyday retail decisions.

Among shoppers using AI for grocery purchases, two-thirds (66 percent) say they use these tools to compare prices or weigh up different options before buying, streamlining the process for price conscious consumers

Nearly half (47 percent) use AI to research product information, while more than a quarter (28 percent) have already used AI tools to complete a grocery purchase.

The findings point to a growing shift in how consumers discover and evaluate grocery products. Rather than relying solely on retailer websites, supermarket apps, or traditional search engines, shoppers are increasingly turning to AI tools for faster recommendations, price comparisons, and product research, all before they ever land on a retailer’s platform.

For grocers, this creates a new competitive challenge. As AI becomes a key discovery channel, retailers may need to rethink how they ensure their products remain visible and competitive in AI-driven shopping environments.

“Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments,” said Sam Griffin, VP, Strategy and Engagement at Rithum. “When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions, and product information are accurate enough to surface in those recommendations.”

The research reinforces how quickly AI is becoming embedded in routine shopping behaviour, extending beyond high-consideration purchases into everyday grocery decisions where convenience, value, and speed are critical.

The post 36 percent of shoppers have used AI to help buy groceries, with most using it to compare prices appeared first on A1 Retail Magazine.

Quadient, a global automation platform powering secure and sustainable business connections, has revealed new research showing that Brits are spending an estimated 370 million hours every month managing deliveries and returns.

The research of 2,000 consumers shows that parcel admin is becoming a recurring part of everyday life. The average consumer now spends 5.5 hours a month managing parcels, which is the equivalent of 66 hours a year per person. Across the UK population, that adds up to a shocking 4.44 billion hours a year.

The single biggest parcel admin time drain for Brits is waiting at home for a delivery, which accounts for 1.5 hours a month per person or 18 hours every year.

While parcels were once mainly associated with receiving goods bought online or an occasional present, they now play a much broader role in modern life. On average, Brits now receive six parcels a month and send seven. Of the parcels received, four come from general online shopping, while one comes from regular subscriptions and one is work-related.

Sending behaviour is even more varied. On average, Brits send one work-related parcel a month, one returned item, two items sold through resale platforms, one parcel to friends or family, and one item they are lending to someone else.

The findings also highlight how resale has become a mainstream part of the parcel economy. More than three quarters (77 percent) of UK consumers have sold goods online:

• 30 percent do so occasionally when decluttering
• 16 percent sell items regularly but casually, equivalent to around 10.8 million people
• 6 percent (around 4 million people) describe it as a side hustle
• 2 percent (around 1.35 million) say it is a significant source of income

As parcel use has become broader, more frequent and increasingly two-way, managing deliveries and returns is also taking up more time in people’s lives. What was once an occasional task is now a regular monthly parcel admin burden for many consumers.

Katia Bourgeais-Crémel, Director of Lockers Automation Europe at Quadient said: “Parcels are no longer just something people receive from time to time. They now support work, returns, resale, subscriptions and everyday exchanges between people, meaning parcel management has become a constant part of modern life.”

But while parcel behaviour has changed, the systems supporting it have not kept up. The experience of managing deliveries and returns has become time-consuming and inconvenient, with consumers spending hours every month tracking deliveries, waiting in for parcels and managing returns.”

As the parcel economy continues to evolve, the industry needs to rethink the delivery and returns experience, so it better reflects how people live today. The first step is making parcel management simpler, more flexible and far less time-consuming.”

Click here to read the full findings in Quadient’s report, The New Parcel Economy.

Image courtesy of Unsplash. Photo credit: RoseBox رز باکس.

The post Brits spend 370 million hours a month on parcel admin appeared first on A1 Retail Magazine.

UK consumers are set to spend more during this year’s World Cup tournament than any other national tournament before hitting a grand total of £3.80bn across the hospitality and retail sectors, a new report finds.

The 2026 World Cup Spending Report, by savings site, VoucherCodes.co.uk, reveals football fans are forecast to spend £2.90bn at retail stores over the 39 day tournament, with 26.4 million people expected to make a purchase for at least one of the games.

Late match times and tight-budgets will encourage consumers to watch the tournament from home, treating themselves to half-time snacks and watch party essentials. When coupled with an extra 10 days of football than the previous World Cup, retail sales are expected to exceed the £1.6bn spent during the 2022 Qatar World Cup and the £2.1bn spent during the 2024 Men’s Euros – an uplift of 81 percent and 46 percent respectively.

Forecast 2026 World Cup retail spend by category

With the 31.2 million football fans choosing to watch the matches from home, food and drink will be the most popular purchase with spend forecast to hit £1.95bn – welcome news for supermarkets and convenience stores.

As well as food and drink, consumers will be using their spending power to create the ultimate at-home viewing experience, investing in everything from electricals (£325m), to sportswear (£297m), and merchandise (£133m), to garden furniture (£133m).

Moji Oshisanya, Chief Commercial Officer at VoucherCodes.co.uk, comments: “It’s been a tough start to the year for the retail industry, but the record breaking spending figures from our 2026 World Cup Spending Report are a sure sign things are starting to look up.

While consumers will still be cautious about their finances, the World Cup tournament brings the perfect excuse for a celebration – and it’s retailers who are set to see the lion’s share of the spend. With fans opting for budget-friendly watch parties at home, the tournament presents an ideal opportunity for retailers to give their sales a boost.

If you’re looking for a last-minute way to capitalise on World Cup spending, affiliates could be a great solution. With the ability to set campaigns live quickly, and the option to capture consumers during both the discovery and purchase phases of their journeys, retailers can use affiliates to engage customers throughout the whole tournament.”

The post 2026 World Cup to generate a record £2.90bn for retail appeared first on A1 Retail Magazine.

The Zilch data shows that:

• Friday proved to be the key “stock-up” day for grocery shoppers, with spending peaking on the Friday before the long weekend in each year analysed. In 2025, grocery spend on the Friday before the Bank Holiday peaked at over £1.7 million, around 40 percent higher than the average day that year.
• Spending surges into the Bank Holiday weekend, as grocery spend peaked at over £1.7 million on the Friday before the late May Bank Holiday in 2025, highlighting the scale of the “stock-up” moment for retailers in the run up to the long weekend.
• Home & DIY spending follows a slightly different pattern, building into the weekend and often peaking later than grocery – typically on Saturday rather than Friday. This is reflected in stronger overall Bank Holiday uplifts, with spend up 8 percent in 2025, following growth of 10% in 2024 and more than 36% in 2023, as consumers use the long weekend to take on garden, home, and outdoor living projects.

The picture is clear for grocers, garden centres and home & DIY retailers, and this year’s warm forecast makes it particularly compelling. Our data shows sunshine is a significant amplifier of Bank Holiday spending. When the UK enjoyed warm, dry conditions over the late May Bank Holiday in 2023, Home & DIY spending surged more than 36 percent above the daily average. Contrast that with May 2024, the warmest May on record but accompanied by above-average rainfall, where the uplift was a more modest 10 percent. When the sun comes out over a Bank Holiday weekend, Brits head straight to the garden.

Grocery spend is front-loaded and purposeful, peaking on the Friday as households stock up for BBQs, picnics and hosting. Garden and Home & DIY follows a different rhythm, building into the weekend as shoppers use the extra day to tackle outdoor projects or refresh their outdoor space. With warmer weather forecast across much of the UK this weekend, the conditions are in place for a strong trading window, particularly for garden centres and outdoor living brands.

Commenting on the data, Andreas Andreou, Chief Revenue Officer at Zilch, said: “What’s striking in our data isn’t just that spending rises ahead of Bank Holidays – it’s how purposeful that behaviour is. Grocery shoppers are front-loading their spend on the Friday, stocking up for BBQs and hosting, while DIY purchases reflect a longer-term mindset of people planning projects and making the most of the extra day. For retailers in both categories, this is a predictable, high-intent window – and it’s exactly the kind of real-time spending signal that Zilch Intelligent Commerce is built to act on, helping brands reach the right shopper at exactly the moment they’re ready to buy.”

Zilch works with thousands of retailers, including Tesco, Asda, Iceland, Morrisons, and Dunelm. This data analysis was based on Zilch transaction spending across major grocery merchants and home & DIY merchants.

The post Brits set to stock up ahead of the long weekend appeared first on A1 Retail Magazine.