As England gears up for its first major tournament final outside the UK, excitement is palpable across the country, with pubs, bars, and shops bracing for a surge in sales this Sunday during the Euro 2024 final against Spain. Anticipation is high as fans flock to venues or stock up at home, leading to expected spikes in beer, burgers, and pizzas.
Peter Stone, owner of The Railway Inn in Westfield, north of Ipswich, is preparing for a full house. “We won’t run out of beer,” he assured, reflecting the confidence many establishments have as they roll out special offerings.
Sainsbury’s predicts a threefold increase in beer sales, while the British Retail Consortium forecasts a 24% jump in food and drink spending among 18- to 24-year-olds.
Competition between pubs and supermarkets is intensifying, with venues enhancing their offerings to attract customers. The Prince Arthur in Shoreditch, led by landlord Jesse Charlebois, is opening on a Sunday for the first time in 18 months.
“People are going to go nuts,” Charlebois said, highlighting the festive spirit expected if England secures a victory. The pub has introduced drink promotions, improved its HD television setup, and optimized seating arrangements to maximize capacity.
Similarly, Deborah Risbridger, co-owner of The Elm Tree in Ringwood, anticipates a crowd of 440, fueled by her husband’s passion for football. “Our customers are all footy mad,” she noted. Meanwhile, Jackie Fairburn, landlady of the Hare and Hounds in Leeds, has capped her pub’s attendance at 400 due to high demand and past struggles with unfavorable weather.
Retailers are also anticipating increased sales, with Lidl predicting a 20% rise in BBQ meat sales and UKHospitality estimating a £120 million boost for the pub and bar sector. Asda has reported a sevenfold increase in searches for England-themed products, while Tesco estimates that four million packs of beer and cider will be sold over the weekend.
However, not all businesses are sharing in the excitement. With the growing competition for fans, some pubs have voiced concerns about advertising campaigns from supermarkets like Co-op, which encourage home viewing. A Co-op spokesperson described their advertisement as a “light-hearted” alternative amid rising living costs.
To accommodate the influx of celebratory shoppers, major supermarkets like Tesco and Sainsbury’s are adjusting their hours, closing smaller convenience stores at 19:30, just half an hour before kickoff. Lidl will keep its shops open later on Monday, providing a buffer for those celebrating into the early hours.
Despite the hospitality industry’s optimism, experts urge fans to exercise caution regarding attendance at work the following day. Kate Palmer from employment law advisory firm Peninsula advised, “Don’t call in sick, especially if you had a leave request denied,” reminding revelers of potential consequences.
While pubs and shops anticipate a boom in business, other sectors, like music festivals, may experience a downturn as fans adjust their plans. Richard Davies, founder of ticket resale platform Twickets, noted increased activity in rescheduling, with events like the Wireless Festival adapting to ensure attendees can watch the match.
As the final approaches, the entire nation holds its breath, hoping for a thrilling match that could bring joy not just to football fans but to the economy as well.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members
