Sales nearly double that recorded during Euro 20246 Jul 2026 23:37
UK online retailers are experiencing record levels of football-related spending ahead of the 2026 FIFA World Cup, with new data from Adobe Analytics revealing England shirt and merchandise sales have risen 765% against average daily spend levels in the week ending 3 June.
The data, drawn from tens of billions of online transactions processed through Adobe’s platform, shows the uplift is nearly double that recorded during Euro 2024 and represents ten times the volume of any other nation’s merchandise sales in the UK market – underlining the commercial scale of England’s participation in the tournament.