The World Cup is forecast to generate £2.9 billion in retail sales, with food and drink, electricals and sportswear set to see the biggest boost from the tournament, according to predictions from VoucherCodes.

Its 2026 World Cup Spending Report suggests that 26.4 million consumers will make a purchase for at least one of the games. UK shoppers are also expected to spend +81% more more during this World Cup compared to the 2022 tournament in Qatar when fans shelled out £1.6 billion.

With the tournament taking place in the U.S., late match times, combined with price consciousness among shoppers, will mean more fans opt to watch the tournament from home, creating additional spending opportunities, particularly for supermarkets and convenience stores.

“While consumers will still be cautious about their finances, the World Cup brings the perfect excuse for a celebration – and it’s retailers who are set to see the lion’s share of spend,” said Moji Oshisanya, CCO at VoucherCodes.co.uk.

Its dats estimates that, as 31.2 million choose to watch matches from home, food and drink will see the biggest revenue boost, with spend expected to exceed £1.95 billion.

Electricals are set to benefit from a £325 million spending rise, as consumers looks to optimise their home set-ups for watching the games, while fans are expected to spend £297 million on sportswear during the period.

“With fans opting for budget-friendly ‘watch parties’ at home, the tournament presents an ideal opportunity for retailers,” Oshisanya added.