A decent World Cup run usually spells success for pubs and restaurants. But this year there’ll be a new winner – the High Street, as fans flock to local shops to stock up ahead of games.
Unlike previous tournaments, more than half (54%) of us plan to watch matches at home, spending an average of £80 each on food and drink – amounting to £2.4bn in total.
And this at a time when, those planning to watch in pubs or bars expect to spend less, at £64 per person, or £1.5bn overall, according to Novuna Personal Finance whose research suggests late kick-offs are also shaping behaviour with 21 per cent expecting to spend more on takeaway food and drinks, while 15 per cent will increase spending on convenience items.
Researchers found it was all down to financial pressures in many cases, forcing families to favour the sofa over the bar stool. A quarter told them they are keeping spending tightly controlled during the tournament, while a similar number are actively cutting back.
Theresa Lindsay, Novuna’s Chief Marketing Officer put it this way: “Fans are embracing the World Cup in a way that feels more affordable and flexible. Instead of going out, many are recreating the matchday experience at home – often spending more on food, drink and convenience to make it special.
The World Cup tournament brings the perfect excuse for a celebration – and it’s retailers who are set to see the lion’s share of the spend
“With late kick-offs shaping behaviour, staying in is becoming the default. For retailers and delivery providers, this creates a clear opportunity as spending shifts towards home-based experiences.”
The savings site VoucherCodes.co.uk reported similar views. Their 2026 World Cup Spending Report, reveals football fans are forecast to spend £2.90bn at retail stores over the 39-day tournament, with 26.4 million people expected to make a purchase for at least one of the games.
With the 31.2 million football fans choosing to watch the matches from home, food and drink will be the most popular purchase with spending forecast to hit £1.95bn – welcome news for supermarkets and convenience stores.
“It’s been a tough start to the year for the retail industry, but the record-breaking spending figures from our 2026 World Cup Spending Report are a sure sign things are starting to look up,” said CCO Moji Oshisanya.
“While consumers will still be cautious about their finances, With fans opting for budget-friendly watch parties at home, the tournament presents an ideal opportunity for retailers to give their sales a boost.”
