Breakfast, barbecues and booze: UK supermarkets set for Women's World Cup final fillip

LONDON: British supermarkets and pubs are set to enjoy a boost to trade this weekend as families and friends gather for breakfasts and barbecues to watch England's Lionesses play Spain in the Women's World Cup football final in Australia.

The game on Sunday (Aug 20) will be the first time since England's men beat West Germany in 1966 that a senior England team has reached a soccer World Cup final.

With a fair weather forecast, supermarket demand for alcohol, soft drinks, and barbecue food is expected to jump.

The early kick-off, at 11am local time, is also anticipated to drive sales of breakfast treats.

The boost to trade will be welcomed. On Friday, official data showed a bigger-than-expected fall in UK retail sales in July as heavy rain deterred shoppers already hard hit by high inflation and consecutive increases in interest rates.

Pubs are also expecting increased demand, with trade body UK Hospitality estimating an additional 41 million pounds (US$52 million) in sales.

Market leader Tesco said it expected burger sales to more than double this weekend versus last, with lager sales up 35 per cent and Champagne sales up 30 per cent.

Sainsbury's, Britain's second-largest grocer, saw beer sales jump over 20 per cent week-on-week for the Lionesses semi-final victory over Australia on Wednesday.

"We expect that figure to continue to rise over the weekend," a Sainsbury's spokesperson said.

The group is also forecasting a 10 per cent week-on-week uplift in sales of crisps and soft drinks, and a 30 per cent increase for ice cream.

Asda, the No. 3 grocer, has forecast a sales jump of 25 per cent year-on-year for bacon and burgers on Saturday as fans stock up before Sunday's final. It expects a 5 per cent rise in alcohol sales.

No. 4 Aldi