England's exit from the World Cup brought an abrupt end to a bumper month of football-related sales, retailers report.

Richard Sellars of Twyford Stores in Winchester, Hampshire, said sales stopped "like a guillotine dropping" when England lost to Germany. "Beers and snacks had sold exceptionally well, as did any products that were sponsoring the team such as the special-edition Mars bars. We sold a lot of football magazines in the run-up, but now we've been left with a lot of flags and things, so I'm not sure what we're going to do with them perhaps we'll donate them to local schools and sports clubs."

The sudden end to English hopes meant that sales of branded merchandise instantly dried up. "Fortunately, we weren't stuck with too much leftover stock as we were cautious with our buying," said Debbie Rawlings of Skellow News in Doncaster. "The Sun gave away free England flags which were very popular, and fortunately our wholesaler Menzies offered sale or return."

Not everyone enjoyed the football fiesta. "To be honest, the World Cup caused a decrease in trade. During the games it was quiet and people did big shops for their football parties," said Trevor Parkes of Parkes News and Toys in Poole, Dorset.