Co-op will extend its ecommerce delivery times for England’s World Cup Final match against Norway, offering late-night home deliveries as it prepares for one of biggest days of the year for beer sales.

With Co-op’s own research showing that 69% of football fans plan to watch England’s World Cup clash at home, it will keep its online home delivery slots on its website and via q-commerce partners, including Just Eat, Uber Eats and Deliveroo, open until 1am on Saturday (11 Jul).

“As a convenience retailer, the summer is our busiest time. With England’s big game on Saturday along with soaring temperatures, we’ve stocked our shelves and are ready for what we expect to be our biggest day for beer, lager and cider sales,” said Kate McCrae, Operations Director at Co-op.

With continued hot weather coinciding with the World Cup Quarter Final match, Co-op expects Saturday to be one if its biggest selling days for beer, lager and cider sales, forecasting demand to jump +50% on the weekend prior.

It also expects revenues across barbecue food to rise, with sales of burgers and kebabs tipped to increase by +133% and +320% respectively week-on-week.

Other supermarkets have also extended on-demand deliveries hoping to capitalise on demand for match-day essentials, from snacks to beverages. Asda, for example, expanded it on-demand food delivery services with Deliveroo to 300 UK superstores, allowing customers to order groceries, drinks and essentials through the app until 11pm throughout the tournament.