Retailers to earn '£233.5m during Euro 2024 opener' as millions to watch from home

Retailers and hospitality venues across the UK will benefit from England’s first Group Stage match against Serbia at UEFA Euro 2024 on Sunday (16), as consumers are set to spend £302.5m, a new report reveals.

According to Men’s UEFA Euro 2024 Spending Report by VoucherCodes.co.uk, 19.4 million people will tune into the game whether at home or their local pub, bar, or restaurant, making it the most watched game of the group stages.

The late kickoff time of 8pm on a Sunday means British retailers will see a revenue boost from England’s first match, as 13.6 million consumers are expected to watch the game from home. As the only weekend game of the group stages, food and drink retailers can expect sales to hit £129.2m.

Breaking predicted retail sales down further, consumers are also set to spend £44.2m on electricals and £28.5m on sportswear in preparation for the opening fixture.

Hospitality venues can expect to be busy as consumers expenditure is set to hit £69m. Pubs, bars and restaurants can anticipate welcoming 5.8m consumers into their establishments, predominately purchasing drinks (£43.4m) and food (£25.6m).

Throughout England’s three group stage matches, which ends on June 25, a total of £809.7m is forecast to be spent across retail and hospitality.

Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk commented, “As the match is taking place on a Sunday evening with a later kick-off time of 8pm, it means that the majority consumers will be staying at home to watch England’s first game. This is great news for retailers as consumers will be purchasing food, drinks, electricals, and sportswear to enjoy the game from the comfort of their own home.

“With 13.6m consumers expected to tune in from their sofa, there are plenty of opportunities for retailers to take advantage of England’s first fixture. Offering competitive discounts and offers across a range of match-day products will incentivise people to shop with you.”