Pub sales increased by 60% on England match days during the World Cup, says Yoyo data
Spending in pubs soared during the 2018 World Cup, with sales going up an average of 60% on days when England played, according to Yoyo data.
Yoyo analysed app sales in a random selection of Yoyo-accepting bars and pubs between June and July to find out if the World Cup impacted footfall and sales.
While overall sales increased by around 60% on England match days, excitement amongst fans was initially slow when England played its first game.
The first match against Tunisia, which took place on Monday 18 June, actually saw sales go down by 5.6% compared to the previous Monday (11 June).
However, after defeating Tunisia (2-1), fans flocked to the pub to watch England’s 6-1 victory over Panama, with sales increasing by 46.5% on Sunday 24 June compared to the previous week.
With two consecutive wins behind them, the England team went on to face Belgium on Thursday 28 June.
While transactions went up by 34.8%, it was the lowest sales increase of the tournament, suggesting fans were less enthralled with both nations’ fielding weakened teams and a 0 – 1 defeat for England.
England’s next match against Colombia on Tuesday 3 July saw the largest pub sales increase of the tournament (+85%), with England winning their first penalty shootout in 22 years and fans seemingly celebrating well into the night.
Now in their first quarter-final match since 2006, England World Cup fever really set in amongst fans on Saturday 7 July. The squad beat Sweden 2-0 and pub sales went up by 77% compared to the previous Saturday.
And while England’s World Cup semi-final match may have ended in a gracious 2 – 1 defeat by Croatia on Wednesday 11 July, fans drank to their team’s best World Cup tournament in decades, with pub sales up by 78.7%.
Want to have Yoyo Insight articles like this delivered straight to your inbox? Sign up here to receive our fortnightly Yoyo Insight email – bringing you the latest on retail, mobile tech and customer engagement.