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Retailers are being advised to get ready for the Lionesses’ first match of the Wormen’s World Cup on Saturday, which is expected to fuel £51.8m in food and drink retail sales, according to the Women’s World Cup 2023 Spending Report by VoucherCodes.co.uk.

The report claims that due to the 10:30am weekend kick off, 4.3m consumers will tune in to watch the game from home.

It also reveals that nearly half of Brits (48%) agree they are more interested in women’s football this year compared to four years ago, when the women’s team last played in a World Cup, with younger generations and young families in particular having embraced women’s football.

Maureen McDonagh, SVP international & managing director at VoucherCodes.co.uk said: “With 4.3m consumers expected to tune in from home, there are plenty of opportunities for retailers to take advantage of England’s first fixture. Offering competitive discounts and offers across a range of appropriate products will incentivise people to shop with you.”

Across the tournament, food and drink retailers are set to welcome a £333m sales injection, the report forecasts. 

Women’s World Cup 2023: Key dates

England games

Saturday, July 22

England v Haiti - 10:30am

Friday, July 28

England v Denmark - 9:30am

Tuesday, August 1

China PR v England - 12pm 

Semi-finals 

Tuesday, August 15 

Winner of Quarter Final 1 vs Winner of Quarter Final 2 at 9am

Wednesday, August 16

Winner of Quarter Final 3 vs Winner of Quarter Final 4 - 11am

Final

Sunday, August 20

Winner of Semi-final 1 vs Winner of Semi-final 2 - 11am

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