The soaring temperatures and England’s quarter-final against Norway are set to give retailers a boost and major sales opportunity, according to the latest research from Circana.

Spending on beer and cider surged when England’s second match came within the record-high June temperatures.

Shoppers spent 23.1 per cent more on beer and cider year-on-year during England’s game against Ghana, and temperatures were as high as 37.7°c in certain parts of the country.

Additionally, spending on carbonated soft drinks went up by 25.3 per cent, which is equivalent to £28.3 million compared to the same time last year.

The sales of crisps, snacks and nuts rose by 5.6 per cent year-on-year when England played against Croatia, which is equivalent to over £7 million more.

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Alex Lawrence, senior strategic insight director for UK CPG at Circana, said: “The early signs are that football alone is not enough to drive up retail sales, with cost-conscious shoppers holding back on the beers and spending only a little more on crisps and snacks as they settled down to watch England’s first game of the tournament.

“There was a big rise in drinks sales in the week of England’s second game, but this was more likely to have been driven by the record-high temperatures that week. The modest rise in crisps and snacks spending is probably a better guide to the football effect on grocery sales.

Retailers can expect a further sales increase over this upcoming weekend as the heatwave continues alongside the World Cup tournament.

Lawrence added: “Another rise in drinks sales is very likely this weekend as the hot weather joins forces with a Saturday night quarter-final to give retailers what could be their biggest spending increase since the tournament began four weeks ago.”