• Sporting events drive the ‘sofaconomy’ as shopping habits fuel the stay-at-home trend

• £4.8 million of purchases could be triggered by a single World Cup match – across the parcel industry and the World Cup, this could generate £388 million in spending

• 68% spike in parcel volumes from sportswear retailers as fans turn to online shopping for pre-event buying, in-event purchases and post-event spending

The World Cup is set to fuel a surge in online shopping across the UK, with parcel volumes jumping significantly as fans gear up for the tournament – and the ‘sofaconomy’ driving Brits to spend up to an additional £388 million.

New data released by Evri shows that major sporting events, in particular the World Cup, are part of retail’s hidden calendar, driving parcel volumes up by as much as 68% above typical levels for sports retailers, as consumers rush online to prepare for match days.

Evri is anticipating a surge in parcel volume with the World Cup only days away. Based on the average value of parcels in the Evri network, and Evri’s own parcel data for previous tournaments; Euro 2024 and World Cup 2022, it’s expected that Evri will see more than £4.8 million worth of goods enter its network – for a single World Cup match - from three of its top sportswear retailers alone. Extrapolated across the logistics industry, and with England possibly playing a maximum of eight games – if they reach the final – this could result in £388 million in spending by Brits.

This trend highlights how modern fans are increasingly shopping in real time, purchasing replica kits, merchandise, fitness gear and equipment, and home viewing essentials. The data shows a changing consumer mindset, the growth reflects a broader shift in how consumers engage with sport and retail:

• Pre-event buying. Fans expect fast, flexible delivery ahead of key matches; Evri delivers around four million parcels on some of its busiest days, including those around major sporting events. Next day delivery accounts for around half of deliveries around this time.

• In-event second-screen shopping. Shopping is increasingly instant and event driven. Social media and live coverage influence in-event purchasing decisions in real time leading to the rise of ‘second-screen’ shopping.

• The final whistle effect. Post-event celebrations or commiseration spending drive secondary spikes after match preparation purchases.

David Saenz, Chief Commercial Officer at Evri Group, said: “Major sporting moments like the World Cup are no longer just cultural milestones – they’re powerful drivers of real-time shopping behaviour. We’re seeing fans increasingly turn to ‘sofaconomy’ spending, buying everything from kits to home viewing essentials as the action unfolds.

“At Evri, we’re geared up to support this surge, helping retailers meet demand and ensuring consumers can shop with confidence – whether they’re preparing for kick-off or celebrating after the final whistle. Our focus is on giving customers fast, flexible delivery options so they never miss a moment, or a parcel.”

Rather than planning purchases in advance, consumers are now reacting to fixtures, results and trends as they happen. To help ensure customers get their parcel ahead of England’s first game with Croatia on 17th June, Evri is advising customers to order by 15th June with next day delivery for consumers to get their football merchandise before the first game.

With a busy summer of sport ahead, kicking off with the World Cup, followed by Wimbledon and The Commonwealth Games, Evri is keen to make sure consumers never miss a parcel and is encouraging them to download the Evri app. Whilst the final the minutes of an England game can be chaotic - parcel delivery shouldn’t be and whilst we can’t end 60 years of hurt, we can end delivery disappointment.

Notes to Editors

Methodology

Parcel volume increase (68%)

The 68% uplift is based on analysis of parcel volumes from a basket of major sportswear retailers within Evri’s network during UEFA Euro 2024. The figure represents the average increase in parcel volumes in the 48-hour period before and after match days, compared with baseline non-event trading periods.

Average parcel value (£31.50)

The average parcel value is calculated using Evri network data for the week commencing 19 May 2026, based on 16.1 million parcels, giving a mean declared item value of £31.50.

Estimated spend per match (£4.8 million)

Using the £31.50 average parcel value and observed parcel volumes from three of Evri’s largest sportswear retail clients during comparable tournament fixtures (Euro 2024 and World Cup 2022), Evri estimates that parcels linked to match-day demand equate to approximately £4.8 million in consumer purchases per match within its network.

Industry-wide extrapolation (£388 million)

To estimate total UK spend:

• Calculated using Evri’s assumed share of the UK parcels market

• The £4.8 million figure is scaled proportionally to represent the wider logistics industry

• The estimate assumes England plays up to eight matches (progressing to the final)

• This results in a projected total of up to £388 million in incremental consumer spending linked to World Cup-driven parcel activity

Definition of ‘sofaconomy’

‘Sofaconomy’ refers to consumer spending driven by at-home viewing of live events, including pre-event preparation, in-event purchases via second-screen behaviour, and post-event discretionary spending.

Media enquiries

For any enquiries relating to Evri Group or its companies; Evri, DHL eCommerce UK, UK Mail and Coll-8, please contact: prteam@evri.com

About Evri Group

Evri Group is the UK’s leading dedicated parcel delivery company. Following the completed merger between Evri and DHL eCommerce UK in 2025, the combined Group delivers more than 1 billion parcels and a further 1 billion business letters annually.

DHL eCommerce UK will be rebranded Evri Premium, providing greater choice and cost-competitive services for both consumers and businesses, with new services including mail collection and processing, and a dedicated separate network for high-value deliveries.

Evri, the core operating brand, partners with Europe’s top retailers, marketplaces, pre-loved sites and small businesses – and its mission is to be the most convenient way to send, receive and return parcels at a fair cost.

Founded in Yorkshire in 1974, Evri has grown over the last five decades into a team of 12,000+ employees and 30,000+ self-employed couriers working in their local communities, as well as a growing network of more than 12,000+ ParcelShops and Lockers and 500+ hubs and depots.

The Group continues to enhance its international capability and enable the global trade of parcels, boosted by its acquisition in 2025 of Coll-8, an Irish independent customs clearance and logistics specialist, and the DHL eCommerce UK merger.

Evri has 4 million independent 5-star Trustpilot reviews, an average courier rating of 4.6 out of 5, reflecting a strong commitment to customer experience. Every parcel matters to Evri, and that is why it is committed to investing in the continuous improvement of its operations, service and technology.

For more info: www.evri.com/news-and-corporate

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