Retailers are poised to cash in on the World Cup sales opportunity with stores across the country having invested in promotions, eye-catching displays, events and marketing.

With 83% of consumers expected to watch the World Cup at home, sales of alcohol, snacks and food are expected to increase by a third before matches, according to the British Retail Consortium. It predicts that for every week England stay in the tournament, an extra £124m will be spent on beers, wines, spirits, snacks and confectionery.

Bay Bashir of Belle Vue Convenience Store in Middlesbrough is expecting his sales to grow by up to 15% over the one-month period, starting on June 12.

“We have a large themed window display and loads of special deals and I’ve just invested in a 2,500 strong leaflet drop to really boost shopper awareness of what we are offering. The World Cup is such a huge event that will engage shoppers of all ages and backgrounds and as retailers we have to get behind it.”

Adam Vincent of Dike and Sons said the World Cup represented an “excellent opportunity to give sales a welcome injection of life”.

The Stalbridge, Dorset store is planning a battery of promotional activity and shopper competitions to spread excitement and boost spend.

“People love an opportunity to celebrate and we are facilitating that,” he added. In addition to a promotion on Taittinger Champagne and various snacking products and lagers, the store is also running a World Cup football giveaway and making special World Cup pizzas to go. “We’ll engage shoppers with social media by asking them for topping suggestions and generally have a bit of fun with it,” Adam said.

“If the sun shines we’ll also have an excellent opportunity to boost sales of BBQ products. Not forgetting the ladies who might be fed up with football fever, so we’ll do a special offer on flowers and chocolates so they get some enjoyment too.”


“We’ve been building up World Cup fever for a few weeks now with a large promotional display of Heineken at the front of the store, while flags and bunting are on their way.”

Saj Vij, Spar Burton Bradstock, Dorset

“We’ve been using social media to draw attention to our World Cup deals. We’ve also run a really popular ‘World Cup Balls’ promotion which rewarded shoppers who spent £10 with a free ball.”

Chris Ward, EuroSpar, Milford Haven

Wholesale support from the bench

Wholesalers and symbol groups are assisting with a wealth of World Cup-themed support.

Nisa is kicking off with a range of offers including 12 cans of Carling, Fosters, Budweiser or Strongbow for £7.50 plus a BOGOF on Doritos.

Spar is putting extra weight behind its own label lines in June and July, while Landmark is launching an ‘All You Need For The Match promotion’, comprising the top 12 bestselling products for a ‘big night in front of the footie’.

Best-one has launched a text to win ‘Predict the England Score’ competition.