Struggling retailers are hoping for a bumper World Cup to boost the high street and improve consumer confidence.
Footfall figures, which measure trips rather than expenditure, already suggested that many shoppers have all but abandoned the UK high street.
The latest sales figures from the British Retail Consortium (BRC) show that sales fell 3 per cent in April compared to growth of 7 per cent in the same month a year ago.
That’s partly because Easter was in March this year, but even adjusting for that, the figures are disappointing for retailers.
Food sales decreased by 2.5 per cent year-on-year in April, against a growth of 8.2 per cent in April 2025. This was below the 12-month average growth of 3.5 per cent.
Helen Dickinson, chief executive at the BRC, said: “April’s sales fall was largely driven by the Easter shift, with food hit hardest. But weak consumer confidence also played a role as fears about the Middle East conflict driving up living costs led shoppers to rein in.
“Big-ticket purchases fell, with the recent recovery in furniture losing steam, and uncertainty around summer holidays hitting discretionary spend. With the World Cup coming, retailers hope it will provide a lift, and early signs show demand for TVs and sound systems picking up.”
Retailers have already warned about the effects of the Iran war on consumer spending, as food and fuel prices are forced upwards.
The BRC has asked the government to delay various regulatory burdens, including energy policy levies and packaging taxes.
According to the British Beer and Pubs Association, the World Cup could give the pub trade a £275m boost if England make it to the final. An extra 55 million pints would be drunk, the trade body said.
Pubs are currently closing at the rate of two a day, putting the future of the British boozer at risk.
Linda Ellett, UK head of consumer, retail and leisure at KPMG, said: “It was a disappointing April for the retail sector, even factoring in an earlier Easter shifting some spending into March. Bar marginal growth for beauty, health and jewellery, retail sales fell across all other categories.
“Consumer confidence has been further dampened by rising prices due to the Iran conflict, with consumers cautious about potential ongoing effects. As a result, the retail sector is facing a challenging start to spring/summer, but there is hope that holiday demand and the World Cup still manage to unlock spending in the weeks and months ahead.”