England and Scotland’s progress at the 2026 FIFA World Cup could help drive £2.4bn in at-home food and drink spending, as fans increasingly swap pubs for sofas, according to new research from Novuna Personal Finance.
With just one month to go until the tournament begins, fans are already planning how to balance late-night kick-offs with everyday routines – and their spending reflects a clear shift towards home-based viewing.
Home win for matchday spend
While major tournaments typically boost pubs and bars, this summer is set to favour supermarkets, takeaways and convenience retailers.
More than half (54%) of UK adults plan to watch matches at home, spending an average of £80 per person on food and drink – equivalent to £2.4bn in total.
By comparison, those planning to watch in pubs or bars expect to spend less, at £64 per person, equating to £1.5bn overall.
Late kick-offs are also shaping behaviour. 21% expect to spend more on takeaway food and drinks, while 15% will increase spending on convenience items.
Cost pressures dictate matchday priorities
Financial pressures are reinforcing the shift away from going out. 25% of households are keeping spending tightly controlled during the tournament, while another 25% are actively cutting back. 31% are spending less on eating out and socialising.
Just 9% plan to buy official World Cup merchandise, while only 5% expect to invest in TVs or home entertainment equipment to enhance a home-centric matchday experience.
Football fever reshapes routines
Late-night matches are set to disrupt daily routines and work-life patterns, with 43% of fans planning to stay up late or wake up early to catch matches.
Among those watching at unsociable hours, 27% will cut back on other activities to make time, while 17% plan to adjust their working hours.
Theresa Lindsay, Chief Marketing Officer at Novuna Personal Finance, said:
“Fans are embracing the World Cup in a way that feels more affordable and flexible. Instead of going out, many are recreating the matchday experience at home – often spending more on food, drink and convenience to make it special.
“With late kick-offs shaping behaviour, staying in is becoming the default. For retailers and delivery providers, this creates a clear opportunity as spending shifts towards home-based experiences.”