Asda, M&S and Waitrose prepare for World Cup breakfast bonanza as England take on Spain

Waitrose noted a 54% increase in people searching for ‘brunch’ on Waitrose.com as football fans look to stock up on items such as bacon, eggs, sausages and English sparkling wine ahead of England’s clash against Spain on Sunday. 

Searches for lion birthday cake went up +45% this month, compared to last, as fans looked to celebrate England’s performance in the tournament.

Nathan Ansell, customer director at Waitrose, said: “All the ingredients for a great brunch will be flying off the shelves quicker than a Lauren Hemp strike. Customers are already looking to celebrate with cooked breakfasts – and some chilled fizzed in readiness for a potential win.  

“We expect Deliveroo and Uber Eats to be busy with enthralled fans unable to tear themselves away from the action to secure their last-minute snacks.” 

Asda launched its ‘Breakfast of Champions’ bundle featuring a full breakfast with items like smoked back bacon, eggs, tomatoes, bread, prosecco brut and vegemite – in a nod to Australia which is co-hosting the tournament. At £4.11 per person, the bundle serves up to six people and is available for £24.70 for fans catching the finals at home. 

John Lewis saw the sale of children’s football boots more than doubling since last week and TV sales climbing by 25% compared to last year after the Lionesses secured their spot in the final earlier this week. 

Marks & Spencer, and official partner of the Lionesses, is opening 25 stores near screens and fan zones early on Sunday ahead of the game.

M&S marketing director and director of hospitality Sharry Cramond said: “With an 11am start, customers are going to go big on breakfast, especially the full English. We’ll be opening an hour early at around 25 stores near screens and fan zones so customers can stock up as well as inspiring them over the weekend on social media with breakfast and snacking ideas.

“We expect to see more demand for our deli snacks, sandwiches, salads, cocktail cans and party food to get them through the tension of the final. We’re also making sure we have plenty of bubbles on hand across our stores for what is fingers crossed the winning moment.”

Boohoo said that searches for ‘Lionesses kit’ rocketed by 3,981% above the average volume, while searches for ‘Lioness shirt’ and ‘England shirt’ have seen rises of 3,617% and 2,220% respectively over the last 90 days.

A spokesperson from Boohoo said: “The Lionesses’ success in the World Cup has already proved historic, with the effects of the success already being felt, with searches for their kit and, subsequently, interest in sportswear as a fashion statement already peaking.”