The World Cup fixtures have provided a boost in activity for retailers, with high street footfall increasing by 8.6 per cent following England’s opening World Cup victory.

According to new data from MRI software, the overall footfall across the UK went up by 4.2 per cent, which reflects how major sporting events drive spending.

The retail footfall surged after 8pm on the match day, increasing by 14.9 per cent week on week and visits to market towns went up by 24.6 per cent.

Jenni Matthews, retail analyst at MRI Software, said: “From a consumer behaviour perspective, this is where things get interesting, and retail leaders need to take note as the tournament continues. Big matches are becoming longer and seen to be more of a social occasion.

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“That’s extending dwell time, shifting activity later into the evening, and creating more opportunities for both hospitality and retail to benefit. At a time when trading conditions remain challenging, events like this are helping to inject energy and income back into the high street, particularly in the evening economy reinforcing trends seen in previous tournaments.”

Following the match, the footfall increased by 36.7 per cent week-on-week and 18.8 per cent year-on-year as people stayed out to celebrate.

Moving forward, there are estimates for retail footfall to increase as England’s team moves on further in the fixture.

Matthews added: “For retailers, the opportunity is clear. This is about aligning with how people are behaving – staying open later where possible and leaning into match-day moments.

“Whether that’s simple things like promoting food, drink and convenience ranges or partnering with nearby venues to ride the footfall wave, those who adapt quickest to this shift will likely reap the rewards.”