Retail and hospitality sales are predicted to reach £386.9 million during the UEFA Euro 2024 Round of 16, kicking off on Saturday (29), a new report reveals, adding that retail spend is set to outweigh spending in hospitality as most Brits will be watching the match from home.
The Men’s UEFA Euro 2024 Spending Report by VoucherCodes.co.uk, forecasts that 21 million supporters around the UK will tune into the first knockout round of the tournament, either from home, at a bar, local pub, restaurant, or by attending a game in Germany.
Of the total viewers, 17.2m (82 per cent) are set to watch from the comfort of their own homes, and as a result, retail spend is set to outweigh spending in hospitality venues. Throughout the Round of 16, retailers can expect to see 10 million shoppers through their doors and online, generating a predicted £293.5m in sales.
Following in the footsteps of the group stage, retail spending on food and drink is set to reach £176.5m, as fans look to stock their fridges ahead of the next stage of the competition.
Electricals (£57.1m), sportswear (£21.1m), merch (£11.5m), garden cooking items (£11.4m), garden furniture (£7.7m), decorations (£5.7m) and other home-related items (£2.6m) are also expected to contribute to overall retail revenue.
Total Retail Spend During Round-Of-16 By Item Category
| Category Of Item | Retail Spend £m |
| Food & Drink | £176.5m |
| Electricals | £57.1m |
| Sportswear | £21.1m |
| Merch | £11.5m |
| Garden Cooking (e.g. BBQ’s, Pizza Ovens) | £11.4m |
| Garden Furniture (e.g. Outdoor Chairs & Tables) | £7.7m |
| Decorations | £5.7m |
| Other Home-Related Items (e.g. Indoor Chairs & Sofas) | £2.6m |
| TOTAL | £293.5m |
Despite most fans set to watch from home, the hospitality sector is still set to welcome sales of £93.4m as 9.1m consumers head to their local pub, bar or restaurant. Breaking this down further, UK hospitality venues are expected to make £61.9m from drinks sales and £39.8m from food sales.
Three Lions fans are also set to consume a whopping 7.3m pints for England’s big match on Sunday alone, as over half a million (600k) cheer the team on from a fan zone.
Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk commented, “Despite more favourable kick-off times than recent tournaments, many consumers are choosing to watch the tournament at home to save money. As a result, retailers can expect a busy period during this stage of the tournament as fans stock up on matchday essentials.
“With the weather hopefully getting better over the next few weeks, we expect to see a significant rise in BBQ watch parties, resulting in a spike in sales for garden furniture and cooking products. By placing these items front of focus, and offering competitive deals and discounts over the tournament, retailers can attract new customers and boost sales during the typically quieter summer months.”
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