Goals & Groceries: Retailers Celebrate Women’s Euros Windfall

UK retailers are set to see five millions consumers shop in-store or online for the quarter-finals stage of the women’s Euro’s tournament, fresh data shows.

Consumers are expected to spend £78m in retail stores on food, drink and other viewing essentials for the Women’s Euro 2025 quarter-final matches, according to new data from VoucherCodes.co.uk.

The grocery sector is expected to rake in £65.2m in sales from supermarkets and convenience stores, as the majority of viewers (7.6m) plan to watch the games from home.

The figures by the marketing service follow the pattern seen over the earlier stages of the tournament, as consumers opt for watch parties at home rather than heading to hospitality venues.

With England playing against Sweden during the quarter-finals on 17 July, the majority of quarter-final spending is set to be for that match, with Brits expected to spend £56.8m.

VoucherCodes senior commercial director Michael Brandy said: “The retail industry, and in particular the grocery sector, can look forward to a week of healthy sales.

“As excitement grows, so does spending, with the amount consumers spend per game set to increase from £11.3m during the group stage to £19.5m.”

At the start of July, VoucherCodes reported that UK consumers were set to spend nearly £100m as they geared up for England’s first match against France in the women’s Euros tournament.

UK shoppers were predicted to splash out £593.4m with retailers during the whole tournament, comprising 44% of all of the women’s Euros spend, according to the cashback platform.

Source: Retail Gazette