Grocers are set for a World Cup windfall, as retail sales opportunities build and fans stock up ahead of big games, says data from intelligent payments platform, Zlich.

Analysis of UK grocery transaction data from England’s Euro 2024 campaign showed that supermarket spend was strongest in the build-up to Three Lions games, indicating many households stocked up ahead of kick-off rather than waiting until match day itself.

Zilch’s data also revealed that the day before England fixtures saw the greatest peaks in grocery spending, rising +15.1% above the daily average for the period.

Grocery sales the day before England games were also +20.5% higher than match day spend, pointing to a “stock-up effect”.

“The World Cup get fans into planning mode, with our data showing that grocery spend typically peaks in the run up to England fixtures as Brits prepare to mark the occasion,” said Andreas Andreou, Chief Revenue Officer at Zilch.

With England’s World Cup group games taking place later in the evening UK time, retailers may see a similar “stock-up before kick-off” opportunity this summer, as fans prepare for late-night viewing, hosting and at-home matchday occasions.

“The opportunity is not just the match day itself, but the build-up, when shoppers are in planning mode and ready to spend,” Andreou added.

England’s tournament progression also impacted sales propensity, with average spending across supermarkets +9.5% higher during the knockout stages compared to group matches.