The Lionesses’ Euro’s win brought a welcome boost across online and in-store retail as fans showed their support for England’s women’s footfall team, the latest data shows.

With the 2025 UEFA Euro’s expected to inject £801million into the UK economy, data from ecommerce agency, Visualsoft, showed online revenues climbed across categories, including sports, fashion and children’s goods. In the fortnight leading up to the UEFA Women’s final (Sun 27 July, 2025), online sales of kids’ items rose +54%, while fashion revenues increased +26% and sporting goods by +14% over the same period.

Euro’s success spurs online demand

The jump in revenues wasn’t just confined to finals day, with online demand spiking across key matches throughout the tournament. Sports & Outdoors sales surged by +30% on Mon 21 July, the day before England’s semi-final, compared to two week daily average. Meanwhile fashion sales experienced a +14% uplift ahead of the Lionesses’ quarter final fixture.

Ahead of the semi-final, Fanatics, which sells England’s official football merchandise, said sales of Lionesses products were up +41% on the same stage of the team’s last major tournament.

“Big matches are becoming more than just sporting events, they’re now key cultural moments that drive meaningful online engagement and spending,” said Jen Pollard, Data Analyst at Visualsoft.

Lionesses’ fans spark footfall boost

Further footfall data from MRI Software showed that yesterday’s Victory Parade (Tue 29 Jul, 2025) also helped deliver a boost to stores.

Drawing crowds of around 65,000 supporters, footfall in Central London rose +11.3% year-on-year and +3.1% week-on-week.

“The Lionesses didn’t just bring it home on Sunday, they also brought the crowds with them yesterday at their Victory Parade,” MRI Software’s Jenni Matthews, commented, turning a typically quiet Tuesday into a mid-week uplift in store traffic.

Matthews added that major sporting events continue to be a “powerful contributor” for shopper counts, saying “High Streets, shopping centres and retail stores all benefit from the boost.”