Pubs, bars and restaurants across the UK have seen a significant boost in trade as the world’s largest football tournament unfolds in North America, with new data from global payments company Square revealing sharp shifts in consumer spending habits.
Drawing on transaction data from businesses across major UK cities, Square found that match timings and increased fan engagement have created distinct economic patterns, particularly benefitting the late-night economy.
Hospitality venues emerged as clear winners during the group stages, with pubs and bars recording a 90% increase in revenue during match periods compared to baseline trading.
Later kick-off times, driven by time zone differences, have extended trading hours and opened up new revenue streams. Transactions between 10pm and 1am surged by 121% during key fixtures, highlighting a growing appetite for late-night food and drink.
John O’Beirne, CEO of Square International, said: “Bars and restaurants are having their busiest late nights in years. With the initial England games kicking off between 9pm and 10pm and others not kicking off until after midnight, the tournament naturally extends the evening economy. As such we are seeing consumers take full advantage and spend is significantly up across the whole hospitality sectors. The businesses that will do the best are the ones that will be closely monitoring sales data, and make adjustments throughout the tournament to ensure they are responding to the latest consumer tastes.”
Specific fixtures drove particularly strong trading days. Square recorded a 57% increase in daily sales on Wednesday 17 June during England’s clash with Croatia, while England’s match against Ghana on Tuesday 23 June saw an even larger 91% uplift.
These spikes underline the importance of high-profile matches in driving footfall and spend, with operators benefitting from fans gathering to watch key games.
You Might Also Like:
The data also revealed shifts in food and drink preferences, with traditional pub favourites seeing the biggest gains. Orders for steak rose by 9%, pizza by 7%, crisps by 4%, and scampi fries by 3% during match periods.
Restaurants also experienced increased demand, with reservations rising by 6% as venues prepared for busy service periods and larger crowds.
Overall, the tournament has provided a timely boost for the UK’s hospitality sector, with businesses that adapt quickly to changing customer behaviour best placed to maximise the opportunity.
