Even before the historic England team made it to the finals to win the Women’s Euros for a second successive time last month, the event was already driving stronger online retail than the Men’s tournament the previous year, according to new data from Visualsoft.
The latest tournament is also expected to have injected £801 million into the UK economy, says VoucherCodes.
Sectors across Sports & Outdoors, Fashion & Footwear, and Children’s all saw higher revenues, more orders, and increased average order value (AOV) during the fortnight leading up to the final.
Comparing the two weeks before each final (1–14 July 2024, Men’s vs 14–27 July 2025, Women’s) data reveals that spending in support of the Lionesses outpaced that seen during the men’s campaign, which also saw England reach the final.
Children’s retail saw the biggest uplift, with revenue up 54%, orders up 15%, and AOV jumping 34% year on year.
Fashion & Footwear revenue climbed 26%, with orders up 19% suggesting fans were snapping up football shirts, trainers and outfits ahead of big match days.
Sports & Outdoors also performed strongly, with a 14% revenue increase and a 9% rise in orders, as shoppers stocked up on outdoor gear and summer sports items.
Jen Pollard, data analyst at Visualsoft, said: “It’s been incredible to see the Lionesses inspire not just the nation but also noticeable shifts in retail behaviour.
“It’s clear the enthusiasm is being shared across the whole family. Big matches are becoming more than just sporting events, they’re now key cultural moments that drive meaningful online engagement and spending.”
Visualsoft’s data also revealed clear peaks around key matches. Last month, Sports & Outdoors revenue surged by 30% the day before the semi-final, while Children’s revenue jumped by 45% two days before. Fashion & Footwear consistently peaked one-to-two days before matches, with a 14% uplift just ahead of the quarter final.
Similar behaviour was seen during the 2024 Men’s Euros, but the spending spikes were consistently lower, underlining the growing commercial power of the women’s game.
With both England teams reaching their respective finals and fan interest surging, the data highlights “how major sporting moments are increasingly intertwined with retail trends and how the women’s game is becoming just as commercially powerful as the men’s”.
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