UK consumers are set to spend nearly £100m as they gear up for England’s first match against France in the women’s Euros tournament.

During the group stage of the women’s Euro tournament, retailers are forecast to see £271.4m spent in stores and online, according to the women’s UEFA Euro 2025 spending report by marketing service VoucherCodes.co.uk. Food and drink sales are also expected to reach £173.4m over the period.

Additionally, consumers are forecast to splash out £35.7m on sportswear, £35m on electricals, £14m on merch and £13.4m on decorations in preparation for the rest of the tournament.

UK shoppers are predicted to spend £593.4m with retailers across the whole tournament, comprising 44% of all of the women’s Euros spend.

For England’s debut match against France, retail spend is set to hit £98.7m, as the Saturday night game encourages viewing parties.

The match will reportedly encourage 5m consumers to make a retail purchase, with food and drink revenues hitting £49m. Likewise, decorations (£6.2m), electricals (£19.9m), merch (£6.8m) and sportswear (£16.8m) are expected to further boost sales.

VoucherCodes.co.uk senior commercial director Michael Brandy said: “England’s first match against France will encourage a flurry of retail spending, with excitement and an 8pm prime-time fixture encouraging consumers to host watch parties and make more food and drink purchases.

“Retail is set to do particularly well during the early stages of the tournament, with electronics, decorations and merchandise popular as fans kit out their homes ready to host family-friendly gatherings.”

The data comes as food prices surge during the hot weather. Food price inflation hit 3.7% in June, marking the sharpest rise in over a year, as British retailers warned of the combined impact of climate pressures and rising operational costs.

Figures from trade association the British Retail Consortium (BRC) and NielsenIQ found that food costs increased from 2.8% in May, helping to push overall shop price inflation back into positive territory for the first time since July 2024.

Additionally, total shop prices rose 0.4% year-on-year, up from a 0.1% fall last month.

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