• 26m consumers will watch at least one Semi-Final game, spending £491.4m
  • Retailers are predicted to generate £259.5m in food and drink sales as 19m fans tune into the games from home 
  • Hospitality sales are forecast to reach £138.7m as 15.7m supporters flock to their local pub
  • 15.4m pints are set to be consumed during England’s Semi-Final clash against The Netherlands

With England through after a nail biting round the 2024 Men’s Euros Semi-Final stage is predicted to bring in a combined £491.4m for retail and hospitality venues across the nation, a new report reveals.

The Men’s UEFA Euro 2024 Spending Report by VoucherCodes.co.uk expects 26m consumers to tune into the Semi-Finals of the tournament, either at home or at pubs, bars, and restaurants as they cheer on Three Lions in their quest to the final.

Of the total viewers, 19m are opting to watch one or more of the games from the comfort of their own home resulting in a £352.7m boost to retailers. Food and drinks sales will account for the vast majority of total retail sales, with an estimated £259.5m to be spent in this category on food and snacks such as pizzas, burgers, chicken wings, and crisps.

Many consumers will be looking to make the most of favourable kick-off times, with £12.1m forecast to be spent on garden cooking products such as BBQs and pizza ovens. In preparation for the games, consumers are also expected to rack up sales of £39.6m on sportswear, £16.3m on electricals, and £8.2m on decorations as they get in the spirit to cheer the Three Lions on.

Total retail spend by item category during Semi-Finals


Category Of ItemRetail Spend £m
Food & Drink£259.5m
Garden Cooking (e.g., BBQ’s, Pizza Ovens)£12.1m
Garden Furniture (e.g., outdoor chairs, outdoor tables)£3.3m
Other Home-Related Items (e.g., Indoor Chairs & Sofas)£0.4m


Whilst retailers are still expected to receive the largest boost, hospitality venues are set to welcome an additional 15.7m visitors during the Semi-Finals, generating £138.7m worth of sales. With supporters looking to soak up the atmosphere at their local, an estimated £78.1m will be spent on drinks and £60.6m on food.

A whopping 15.4m pints are also set to be consumed during England’s Semi-Final clash against The Netherlands alone, with 1.3m fans expected to flock to fan zones to watch the game.

England v The Netherlands, Wednesday 10th July

When it comes to the England v The Netherlands specifically retailers and hospitality venues are predicted to earn £358.4m from the knockout fixture as 26.8m fans tune in.

With 17.5m spectators set to watch England’s big game from home, overall retail sales are expected to reach £256.5m, comprised primarily of £186.7m worth of food and drink sales.

Hospitality venues are set to bring in £101.9m, including £59.3m in drink sales, with a further £42.6m being generated through food sales during the game.

Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk commented: “Many consumers are choosing to tune into England’s big game against The Netherlands from home, hosting watch parties or BBQs with friends and family. This offers retailers a great opportunity as fans are expected to flood into stores, or pre-order online, prior to the games to stock up on their last-minute match day favourites.

It’s vital retailers continue to offer genuine value to customers during the latter stages of the tournament. Providing deals and discounts across food and drink, alongside loyalty rewards will encourage consumers to return throughout the tournament and beyond.”

Image courtesy of Pexels. Photo credit: JESHOOTS.com.


Share this story

June 2024 issue

2024 A1 Buyers Guide