The Euro 2024: A Money‑Making Madness for Shops and Pubs
What the Numbers Say
The latest Men’s UEFA Euro 2024 Spending Report from VoucherCodes.co.uk paints a picture of a whopping £2.75 bn the retail and hospitality world can hope to pocket during the tournament.
35.4 million fans are tuned in, with about 30.7 million cheering from the sofa and 23.6 million stepping into shops and cafés.
Retail’s Roar
- £2.1 bn in sales from 23.6 million shoppers – a 31% boost over the 2022 World Cup.
- £1.4 bn on food & drink to celebrate kicks, plus a splash of £70.8 m on garden gear (think pizza ovens & BBQs).
- Electricals: £288.6 m (TVs & gadgets), sportswear: £238.1 m, merchandise: £96.2 m.
Group Stage Goldmine
From June 14‑26, £1.14 bn will be spent in retail as fans get ready for the juiciest matches.
Pubs & Bars: The Ultimate “Watch‑Party” Destination
- Fans smashing the bars: 14.4 million – a 115% jump from last time.
- £613.7 m in hospitality sales, 12.9 million spenders seeking more than just a pint.
- Breakdown: £217.3 m on food (110.3 m pints of beer & cider), £396.5 m on drinks (36 m wine glasses, 10.9 m Aperol Spritz).
- Group Stages spark the biggest bump: £270.2 m from 10 million patrons going to the local pub.
Why This Is a Binge‑Buying Bonanza
With fans leaning heavily on home viewings (and occasional friends’ houses), retailers are set for a pre‑tournament rush as households stock up on kitchen essentials.
Meanwhile, the sun’s out, the grill’s hot, and the taste buds are ready – so buyers are bringing garden gear and furniture forward for the big games.
Quote from the Data Oracle
Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk said:
“As many fans opt for the cozy home or a friend’s place, shops will see a surge in stocking up on watch‑party must‑haves. And with the summer heat in full swing, expect a bright spike in BBQs and garden gear as the football fever spreads.”
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