Spending increased as high as 152% during England vs Norway, finds Dojo
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Following England’s World Cup win over Norway on Saturday, new insights from payments platform provider Dojo have revealed another boost for the UK’s hospitality sector.
Analysis of transactions at pubs and bars across the UK found that full-day spend increased by an average of 23% compared to the previous Saturday, with spending uplift reaching as high as 152% at certain points during the match.
Spending increased by as much as 152% during England vs Norway
Dojo’s insights revealed that spending peaked at 21:50 as fans topped up their drinks ahead of kick-off, eager to avoid missing any of the action.
However, the biggest spending increase compared to a non-match Saturday occurred at midnight as fans geared up for extra time, with spend reaching 152% higher than the previous week. This highlights the significant positive impact extended match time can have on trading.
Full-day pub spend increased by an average of 23% across the UK
Dojo’s analysis of pub and bar transactions across the UK found that spending increased by an average of 23% between 10am on Saturday and 4am on Sunday compared to the previous week.
This is higher than the last time England played on a Saturday, against Panama on 27 June, when full-day spending increased by 12% compared to the week before.
Spending increased by 125% following the final whistle
Spending remained elevated past midnight, reaching 125% above the previous Saturday at 00:50 following the final whistle as fans celebrated England’s progression to the semi-finals. This demonstrates the positive impact the tournament is having on the UK's night-time economy, with fans staying out to celebrate.
Half-time generated another surge in spending
In line with purchasing behaviour during previous England matches, half-time generated a strong surge in spending. Transactions increased by 105% compared to the previous Saturday at 22:50, rising to 112% at 23:00.
Southampton saw the biggest average spending uplift at 94%
Dojo’s insights also revealed significant city-level increases in spending compared to the previous week.
| City | Average change in spending |
|---|---|
| Southampton | +94% |
| Leeds | +37% |
| Birmingham | +31% |
| Brighton | +27% |
| London | +26% |
| Bristol | +23% |
| Manchester | +18% |
| Liverpool | +12% |
| Newcastle | +11% |
Southampton recorded the largest increase in full-day pub spending, with transactions up an average of 94% between 10am on Saturday and 4am on Sunday compared to the previous week.
Leeds followed in second place with an average increase of 37%, while Birmingham ranked third with spending up by 31%.
London's comparatively lower spending uplift may be explained by London Pride, which took place the previous Saturday and generated higher-than-usual spending across the capital. When compared with two weeks earlier instead, London's spending uplift increases from 26% to 42%.
Charlie Ashworth, Head of Research and Insights at Dojo, comments: "Our data highlights the strong positive impact the World Cup continues to have on the UK hospitality industry, which we hope will continue as England progress.
"As Saturday's match provided yet another boost, turnout for England's semi-final against Argentina this Wednesday is expected to be high. With match day spend increasing by as much as 77% so far, the entire sector will now be preparing to capitalise on this opportunity."
