Retailers are expecting a 25% uplift in sales this summer with World Cup-themed promotions and displays provided by their symbol groups.

Harj Dhasee, of Nisa Village Stores in Mickleton, told RN sales of snacks and alcohol had increased during previous sporting events such as the Olympics, and he expected the same this year. “I had a 25% uplift in beer and snack sales when I previously had promotions during the Olympics and European football tournaments.

“Customers are just buzzing for these tournaments because they’re huge events and multipacks of snacks and beers are normally big sellers because they’re products for social occasions.”

Siva Thievanayagan, of Nisa Local Fletton in Peterborough, said: “My summer sales have grown by a quarter and I expect similar trends this year.”

This year’s World Cup in Russia takes place from 14 June to 15 July. Nisa is offering retailers promotions and merchandising support between 7 May and 15 July, while Costcutter is running similar campaigns from 31 May to 11 July. Bestway, Booker and Spar have also confirmed they will also be running World Cup campaigns for retailers.