The World Cup led to record sales and footfall in Lidl UK stores over the past month, as people opted for garden parties and BBQs to cheer on the England team.

During the tournament, the discounter, which is the Official Supermarket of the England Football Team, experienced the highest ever number of customers shopping in stores, outside of Christmas. Footfall peaked on 30th June, as customers prepared for the World Cup ‘Last 16’ stage, with fans visiting their local Lidl to stock up on supplies to support their team from the comfort of their own home.

Sales during the period indicate that the hot weather inspired football fanatics across the country to host BBQs and garden parties for friends and family.  Since 14th June, when Russia beat Saudi Arabia in the opening game of the World Cup, to France’s victory in the Final on 15th July, the following products delivered a record-breaking sales performance compared to the same five-week period in 2017:

  • Total BBQ meat and poultry sales were up 25%.
  • Burger sales were up 45%, with more than 100 burgers sold every minute.
  • The beer, wine and spirits category grew 16% overall, with beer experiencing a 18% sales uplift.

As England’s chances of reaching the Final heated up, Lidl saw a particularly strong sales uplift across certain food items. In the week of England’s Quarter and Semi Final matches, burger sales increased by 50%, compared to the same period last year.

England’s successful run in the World Cup led to unprecedented support for the team from home fans, with Lidl seeing a surge in England football kit sales. Lidl sold 120,000 England branded tops, 34,000 children's England strips and 35,000 footballs in its 710 stores across the country.

Christian Härtnagel, CEO of Lidl UK said: "England's remarkable run in the World Cup, along with a never-ending heatwave, has led to more customers coming through our doors than ever before. As the Official Supermarket of the England Football Team, we’ve been really proud of their performance, and it’s been great to get behind the squad. We’re also incredibly proud of our colleagues, who have worked extremely hard throughout the tournament, to ensure that Lidl stores across the country were stocked up with supplies, as the nation showed their support.”