England football shirts fly off shelves as Lionesses prep for Euros final
New data from Adobe has revealed that online sales of England shirts surged by 750% following the Lionesses' last-gasp semi-final victory on Tuesday (22 July) when compared to average daily levels over the past 30 days.
This surge is 6% higher than the spike seen after the Lionesses' World Cup semi-final victory in 2023, showing 'how major cultural moments can drive significant uplift in online spending', said Adobe.
Meanwhile, shirt sales, alongside other merchandise, are confirmed far higher than during the team's 2023 World Cup run, reports City AM.
Global retailer Fanatics, which operates England's official stores, said its sales of Lionesses' products were up 41% compared to the same stage of the last major tournament.
It said consumer demand has gathered pace with sales increasing 26% week-on-week as the Lionesses have progressed in the tournament as the team competes in its third consecutive major final in six years.
Since the Euros tournament began, search demand for women's football shirts have also soared 400% as fans across Europe 'are in the grip of the 'Lioness Effect' ahead of the final', according to data from Net World Sports. It reveals that 28% of football kit revenue through its platform have come from women since the Euros began.
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