Lionesses lead as women’s Euros outpace men’s in online retail sales

The women’s Euros produced stronger online retail sales than last year’s men’s Euros, as fans rallied behind England’s victorious Lionesses.

That’s according to new data from Visualsoft, which reveals the sports and outdoors, fashion and footwear, and children’s sectors all saw higher revenue, more orders, and an increased average order value (AOV) during the fortnight leading up to the final in Switzerland on Sunday, where England’s women’s team defeated Spain after a tense penalty shoot-out.

Comparing the two weeks before each final, which was 1–14 July 2024 for the men’s versus 14–27 July 2025 for the women’s, the research shows that spending in support of the Lionesses outpaced that seen during the men’s campaign, which also saw England reach the final.

Key highlights include:

• Children’s retail saw the biggest uplift, with revenue up 54%, orders up 15%, and AOV jumping 34% year-on-year.
• Fashion and footwear revenue climbed 26%, with orders up 19% suggesting fans were snapping up football shirts, trainers and outfits ahead of big match days.
• Sports and outdoor also performed strongly, with a 14% revenue increase and a 9% rise in orders, as shoppers stocked up on outdoor gear and summer sports items.

Jen Pollard, Data Analyst at Visualsoft, said: "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."

Visualsoft’s data 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 1–2 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".

According to VoucherCodes, the 2025 Euros were expected to inject £801 million into the UK economy. Visualsoft’s year-on-year performance data suggests that such tournaments, particularly when home teams progress, are now vital trading periods for online retailers, especially during the traditionally quieter summer months.

Yesterday saw 65,000 jubilant England fans – in a sea of red and white - line the Mall in central London to welcome home the victorious Lionesses, who won the Euros for the second year in a row, riding on an open-top bus.

Players and manager, Sarina Wiegman, were greeted by cheers and chants as they then lifted the trophy on a stage in front of the Queen Victoria Memorial, outside Buckingham Palace.

According to new data from MRI Software, the footfall in central London yesterday - coinciding with England’s victory parade - saw a 11.3% year-on-year uplift.

Today, 30 July, marks the anniversary of England’s historic World Cup victory in 1966 on home soil. More than 90,000 fans packed Wembley Stadium as England defeated West Germany 4–2 in the final. It remains a major tournament win that the England men’s team has sadly failed to replicate since - perhaps adding to the euphoria surrounding the recent success of the women’s team.