Retailers in Wales have been celebrating a surge in sales as the Home Nation marched on into the quarter finals of Euro 2016.

Football fans flocked to c-stores for supplies as the three teams qualified for the competition’s last 16 round - the first time Wales and Northern Ireland have reached the stage. England’s ignominious defeat to Iceland last night and Wales’ defeat of Northern Ireland means Wales has surpassed all previous achievements to be the remaining Home Nations team in the tournament. 

Tony Cristofaro, owner of Spar Compton in Cardiff, said: “Our busiest day so far was on Saturday (June 25) when Wales played Northern Ireland. Lots of people came down to Cardiff for the day to watch the game on big screens in the city centre where they can bring their own drink and snacks, so they came in to stock up first. We saw an estimated 10% uplift in sales of alcohol on match days, with single-digit growth throughout the tournament when Wales aren’t playing.”

Conrad Davies, owner of four Spar stores in North Wales, said: “We’ve seen single-digit uplift in alcohol sales during Euro 2016, with customers buying in bulk and packs of 12 and 15 being more popular than single cans and smaller packs.

“We’ve been running Spar’s Summer of Sport deals with in-store promotional material which has proven successful; we have also put up a Welsh flag in store to show our support, too.

“The Euros have been massive in the local community and customers come in and talk football with the staff.”

Meanwhile, Sheffield retailer Mandeep Singh said Euro 2016 had been “massive” at his store, despite last night’s England defeat. Mandeep, owner of Premier Herries Road, said: “We have seen an uplift in sales between 30% and 40% every day England are playing in Euro 2016. The tournament has provided us with a great opportunity to run promotions and engage with our customers.

“Social media has been a big part of this. We have run competitions, England kit give-aways and more.”