Women’s Euros outpace Men’s in online retail sales as Lionesses defeat Spain on penalties, Visualsoft research finds

New research from Visualsoft shows that the Women’s Euros outpaced the Men’s in online retail sales as fans rallied behind the Lionesses, with sports and outdoors, fashion and footwear, and children’s sectors all seeing higher revenue, more orders and increased AOV.

Comparing the two weeks leading up to each final, the data highlights clear shopping spikes around key matches and a 54% YoY revenue jump in the children’s category alone.

Jen Pollard, Data Analyst at Visualsoft, says: “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.”

It's home, again. pic.twitter.com/tng5sR27KJ

— Lionesses (@Lionesses) July 27, 2025

The research also reveals clear peaks around key matches. In 2025, sports and outdoors revenue surged by 30% the day before the semi final, while children’s revenue jumped by 45% two days before. Fashion and footwear consistently peaked one to two 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.

Footfall data

Data from MRI Software, meanwhile, reveals that Central London saw an 11.3% year-on-year uplift in foot traffic yesterday (Tuesday), coinciding with the Lionesses’ victory parade, which drew an estimated 65,000 supporters to the city centre.

Beyond retail, the benefit likely rippled through the leisure and dining sectors, turning what would typically be a quiet Tuesday into a major win for London’s economy.

“Alongside the global music events that continue to drive visitors to the capital, major sporting events like this continue to be a powerful contributor to city centre footfall,” says Jenni Matthews, Senior Brand, PR & Content Manager (EMEA), MRI Software.

“High streets, shopping centres and retail stores all benefit from the boost and looking beyond retail, it’s likely the impact was also felt across leisure and dining establishments providing an early mid-week uplift on what would typically be a quiet Tuesday.”

2025 RTIH INNOVATION AWARDS

Online retail and physical stores will be key focus areas at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.