Food and drink play a huge role in the match‑day experience, and major tournaments consistently drive sharp increases in spend. From snacks and soft drinks to alcohol and sharing treats, consumer demand is high as shoppers look to make the occasion feel special.
Timing matters.
According to The Grocer, previous World Cup data shows that purchases can almost double on match day, with the biggest surge occurring in the 48 hours before kick‑off.
Evening kick‑offs mean last‑minute wins.
This year, all of England’s Group L matches fall in the evening, including a Saturday night fixture against Panama - prime time for gatherings, shared viewing and spontaneous plans. Ensure your shelves are well stocked right up to kick‑off for those last-minute top-up purchases.
Make a note of these key dates to help maximise increased footfall:
Wed 17th June, 9pm - Croatia
Tue 23rd June, 9pm - Ghana
Sat 27th June, 10pm - Panama
Big moments, repeated opportunities
With 104 matches across 40 days, the World Cup offers repeated chances to drive footfall and sales throughout the tournament. Being prepared across the tournament ensures you don’t miss out on these high‑impact trading moments.
Key takeaways
- Plan ahead, stock up and be flexible to maximise on increased demand
- Ensure shelves are fully stocked ahead of every England match
- Be ready for last‑minute shoppers looking to make the most of the game