Retailers are set to see a major lift from this summer’s UEFA Women’s Euro 2025 tournament, with fresh data forecasting a £593.4 million boost in retail sales across the UK.
The event is projected to bring an overall £851.6 million injection into the UK economy. Of that, £258.3 million is expected to be spent at pubs, bars, and restaurants, while the majority will come from purchases at retail outlets, both online and in-store, as fans prepare to watch the tournament from home between 2 and 27 July.
Roughly 19.7 million people are predicted to tune in from their homes, with around 15.2 million, nearly a quarter of the UK population, set to make purchases in the lead-up. Top of the shopping list will be food and drink, with supermarkets and other grocers expected to take in £441.8 million during the tournament. Additional spend is anticipated on sportswear (£57.6 million), electricals (£43.7 million), merchandise (£29.3 million), and decorations (£21.1 million).
Unlike the 2023 Women’s World Cup, which featured many early morning kick-offs, this year’s matches which are hosted in Switzerland will mainly take place during evenings and weekends. That schedule shift is predicted to give retail sales an added £129.5 million bump compared to the last tournament’s £463.9 million total.
Despite the optimistic forecast, spending still lags behind the 2024 Men’s Euros, which generated £2.14 billion – a £1.55 billion difference compared to this year’s Women’s tournament.
Michael Brandy, Senior Commercial Director at VoucherCodes.co.uk, said, “Retailers can look forward to this year’s Women’s Euros tournament with excitement. The summer weather and prime-time matches, combined with England heading into the tournament as joint favourites will encourage consumers to get involved and part with their cash. Retailers are expected to do particularly well, as the family-friendly nature of the tournament will lead to the majority of fans cheering on their teams from home.
“The best advice I can give to retailers looking to make the most of the tournament is to focus on offering great value and top customer service. There’ll be a lot of competition for Euros-related products, so any additional discounts or freebies you can throw in will help to secure a sale and build loyalty with your customer base,” she added.
