upermarkets and pubs predict bumper sales this weekend for the World Cup.
Pubs are hoping a minister’s letter to councils across England means venues can open early for the final. Regulations mean the sale of alcohol is widely prohibited before 10am on Sunday, but venues such as pubs also have specific hours they can stay open and serve alcohol depending on individual licences
Cabinet minister Michael Gove has written to councils asking them to do everything they can to help venues seeking to extend their hours for the game.
Clive Watson, chairman of City Pub Group, said: “We’ll be opening early to show the game in most of our pubs, offering brunch, but we’d really welcome licensing hours being relaxed from 11am to make the most of this historic day. Come on the Lionesses — this is your chance to make sporting history. It’s finally Coming Home.”
Clair Preston-Beer, managing director for Greene King pubs, said: “We’re looking forward to welcoming the nation into our 900 Sport pubs for a celebration fit for a final on Sunday. Wednesday’s semi-final between England and Australia saw an almost 30 per cent increase in total drinks sales compared to this time last year during the match.”
Supermarkets also expect strong sales of snacks and beer as fans stock up for the match. Asda predicts a sales uplift of about 25 per cent on bacon and burgers on Saturday as fans stock up before Sunday’s final. Sainsbury’s is also predicting a 10 per cent uplift on crisps, soft drinks and beer.
Retailer ASOS said there was “phenomenal interest in the England shirt — with sales up by 64 per cent in the week after the quarter-finals.”
Fanatics, which operates the official online England Store and the retail store at Wembley, sold more than twice as much England Women’s merchandise online yesterday compared to the previous best-selling day of the tournament. Sales of Lionesses merchandise on Wednesday alone matched the total sales of the previous seven days combined.
Online searches for “flights to Australia” surged 179 per cent after the Lionesses qualified for the final.