Football fever is officially here. With the 2024 UEFA European Championship set to kick-off on 14 June, England fans are gearing up for the tournament. Online sales of England football jerseys and team merchandise skyrocketed in May, jumping 115% above normal levels, while the first week of June saw a huge 639% boost as excitement reached fever pitch.
It’s not just kits flying off the virtual shelves — sales of TVs jumped 14.4% as fans prepped their homes for prime viewing, hoping to watch England go all the way.
If history is any indication, retailers will be cheering for the team as much as fans — spending on national team merchandise only increases as teams progress toward the final stages of a tournament. To wit, the Lionesses' 3-1 semi-final victory over Australia in the 2023 FIFA Women's World Cup drove a massive 710% uptick in sales.
Check out our full report on May spending data here.
Reid Nelson is a member of the Adobe Digital Insights Team. Adobe Digital Insights has been a leader in tracking the digital economy since 2013. Adobe Digital Insights offers the most comprehensive analysis of its kind based on trillions of visits and billions of transactions across the web. With the breadth and depth of our data, we are uniquely positioned to understand the economy, customer journeys and use of creative AI.
