Retailers hope for World Cup boost as high street sales tumble
Struggling retailers hope a big World Cup will boost the high street and boost consumer confidence.
Footfall figures, which measure journeys rather than spending, show that many shoppers have all but abandoned the UK high street.
The latest sales figures from the British Retail Consortium (BRC) show sales fell 3 per cent in April, compared to growth of 7 per cent in the same month the previous year.
This was partly because Easter was in March this year, but even so the figures were disappointing for retailers.
Food sales decreased 2.5 percent year-on-year in April, compared to 8.2 percent growth in April 2025. This was below the 12-month average growth of 3.5 percent.
Helen Dickinson, BRC chief executive, said: “April’s sales decline was largely driven by the Easter shift, with food hit the hardest. But weak consumer confidence also played a part in fears that conflict in the Middle East would drive up living costs, prompting shoppers to rein in.
“Big-ticket purchases fell as the recent recovery in furniture lost steam and uncertainty around the summer holidays affected discretionary spending. With the World Cup coming, retailers are hoping this will provide a boost and early signs suggest demand for TVs and audio systems will increase.”
Retailers had already warned of the effects of the Iran war on consumer spending as food and fuel prices were forced upwards.
The BRC asked the government to postpone various regulatory burdens, including energy policy taxes and packaging taxes.
According to the British Beer and Pub Association, the World Cup could boost pub trade by £275 million if England reach the final. The trade body said an extra 55 million pints would be drunk.
Pubs are currently closing at a rate of two a day, putting the future of British drinkers at risk.
Linda Ellett, KPMG UK Head of Consumer, Retail and Leisure, said: “It’s been a disappointing April for the retail industry, factoring in the earlier Easter and the shifting of some spending to March. Apart from marginal growth in beauty, health and jewellery, retail sales fell across all other categories.”
“Consumer confidence has been further weakened by rising prices due to the Iran conflict, with consumers remaining cautious about the potential ongoing impacts. As a result, the retail sector faces a challenging start to spring/summer, but there is hope that holiday demand and the World Cup may manage to unlock spending in the coming weeks and months.”
