New data from Visualsoft shows that the Women’s Euros 2025 drove stronger online retail growth than the Men’s tournament the previous year, with Sports & Outdoors, Fashion & Footwear, and Children’s sectors all seeing higher revenue, 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) - the data reveals that spending in support of the Lionesses outpaced that seen during the men’s campaign, which also saw England reach the final.
Key highlights:
- 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. Our data shows that the Women’s Euros had an even bigger impact on online sales than the men’s tournament the year before, especially in categories like children’s, where 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.”
Match day spending patterns
Visualsoft’s data also reveals clear peaks around key matches. In 2025, 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 1–2 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.
A summer boost for online retail
According to VoucherCodes, the 2025 Euros were expected to inject £801 million into the UK economy. Visualsoft’s year-on-year performance data suggests these tournaments, particularly when home teams progress are now vital trading periods for online retailers, especially during the traditionally quieter summer months.
With both England teams reaching their respective finals and fan interest surging, the data h
