British retailers are celebrating England’s opening World Cup victory after football fever boosted high street footfall.

High street retailers scored an 8.6 per cent increase in footfall, with overall footfall across all UK retail destinations up 4.2 per cent, new data from property tech firm MRI Software has revealed

High streets became busier during the build up to the game against Croatia, with visitors peaking at 8pm.

The celebrations didn’t stop at the final whistle. In the early hours, footfall soared by 36.7 per cent week on week and almost 20 per cent year on year, with those in North Yorkshire keeping the streets the most lively.

This data reflects a wider trend of major sporting events pushing up local spending and evening economic activity, delivering boosts on both a national and regional scale.

Market towns in particular benefit from big sporting fixtures, with visits up 24.6 per cent on Wednesday, pointing to local pubs, fan zones and community-led venues becoming fan favourites over city-centre locations.  

Jenni Matthews, retail analyst at MRI software, said consumer behaviour patterns around football matches are shifting. “It’s no longer just about the 90 minutes,” she added. 

“It’s the build-up, the shared experience, and the celebrations afterwards. That’s extending dwell time, shifting activity later into the evening, and creating more opportunities for both hospitality and retail to benefit,” she said.

World Cup boost to kick on

Matthews said that footfall is set to rise further if England maintain their goal-scoring form.

She said: “Knockout games tend to amplify everything from higher emotional investment, to bigger audiences, and more group viewing. That typically translates into sharper peaks in footfall, later nights, and stronger local trading patterns.”

While this year was retail’s strongest May for four years, trading conditions remain challenging for high street retailers. 

Brick and mortar shops in the UK face fierce competition from price-cutting establishments and online retail, with approximately 8,500 shops closing in 2024.

Labour has extended pubs’ opening hours and urged councils to fastrack their licensing applications in a bid to make the most of the World Cup’s high street boost.