C'mon England
There is no doubt that should England make good progress through the tournament, sales will rise as the nation picks up on the feel-good momentum - so retailers will have more than just patriotic reasons for cheering on Sven's men this summer.
The team is guaranteed three outings in Germany with group fixtures against Paraguay, Trinidad & Tobago and Sweden. However, with some good luck and barring penalty shoot-out heartbreak, Becks and the boys could play seven games if they make it to the final in Berlin, and the excitement back home will grow for each and every match.
Fancy a Brew?
Retailers should stock up on tea and coffee to deal with the inevitable national post-match cuppa.
Following Chris Waddle's now legendary semi-final penalty miss against West Germany in Turin during Italia 1990, the National Grid reported a power surge of 2,800 megawatts. As the nation consoled itself with a brew, this surge added up to enough energy to make 4.6 million cups of tea.
This was almost matched in the Japan 2002 World Cup, with a surge of 2,570 megawatts at half-time of the England v Brazil quarter-final.
Continental drift
Barring any further metatarsal injuries, England may not have a better chance than this to win the World Cup for some time.
With the tournament being held in nearby Germany, England have to be considered among the favourites. Since the competition first took place in Uruguay in 1930 only the mighty Brazil has ever won the world cup outside its own continent. Mind you, they have done it three times with victories in Sweden in 1958, USA in 1994 and Japan 2002. The tournament may well not be held in Europe again until 2018.
Diet of Champions
We know that people love to support the team in every which way possible. On top of replica kits, it's not too much of a leap to imagine some fans following the diets of their heroes as well.
This doesn't have to mean just pasta and sports drinks. Fans could try egg and chips enjoyed by Jack and Bobby Charlton on the way home from World Cup glory in 1966. Or what about the Jaffa Cakes that were a staple of the England team in Japan last time round? Not only were they flown out at the request of the team chef but one England fan even claimed to have seen the face of skipper David Beckham on a Jaffa Cake.
Rush hour
After the difficulty of the timings of the World Cup in Japan and Korea in 2002, retailers will be relieved that they don't have to come up with any creative breakfast footie specials. The majority of group matches in Germany will be kicking off at either 5pm or 8pm.
So as millions of employees try to convince their bosses that they have to leave early because they really do have a dentist appointment, retailers need to be prepared for the early evening rush.
As well as sorting out staffing levels, promotions should be well thought out. And you should keep
a close eye on availability of snacks, drinks, confectionery and, of course, ready meals because, let's face it, there won't be much time for cooking this summer.
Couch Potatoes
Everyone knows that the perfect accompaniment to football is crisps - and lots of them.
These are the occasions for which the big bag was invented and retailers can expect a roaring trade.
According to Cara Beeby, Walkers trade marketing manager, Euro 2004 drove an extra £1m worth of crisps sales a week. More good news is that the World Cup lasts longer.
Keeping it real
While all kinds of brands are fighting over advertising space in an attempt to carve off their piece of the World Cup pie, you may wish to consider providing customers with the authentic German experience.
Think about lots of Beck's, frankfurters and maybe even a revival of that 1980s favourite,
Black Forest gâteau.

Bluffer's guide to World Cup


Know nothing about the world cup? Impress your friends with these facts:
The first World Cup was in Uruguay in 1930, which the host country won. However, the country won't be competing in the finals this year and are the only past winners not to do so
There have only been seven countries to have ever won the World Cup: Argentina, Brazil, England, France, Germany, Italy and Uruguay
This year's tournament runs from June 9-July 9
32 teams will compete for the cup in 64 matches at 12 venues in Germany, culminating in the final match in Berlin
The opening match will take place in Munich
This year is the second time Germany has hosted the tournament; the last was in 1974
About 3.2 million fans are expected to go to Germany for the tournament
Germany is one of the most successful teams in the history
of the tournament, having won it three times and been runner-up four times. Brazil is the only team to have done better, having won it five times and been
runner-up twice.

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