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Aug 08, 2023

FIFA Women's World Cup: Lionesses spark surge in football shirt sales

Sales of England merchandise jumped by 710% above average daily levels when the England women's national football team beat Australia in the semi-finals of the FIFA Women’s World Cup on Wednesday (18

Sales of England merchandise jumped by 710% above average daily levels when the England women's national football team beat Australia in the semi-finals of the FIFA Women’s World Cup on Wednesday (18 August).

Data shared by Adobe Analytics also found a spike in online sales on 23 July when England beat Haiti 1-0 thanks to a penalty scored by Georgia Stanway. Merchandise sales that day peaked 338% above normal levels.

The sales lift after the most recent match played by the Lionesses on 16 August outshone the 412% sales surge experienced in July 2022, when the women’s team took on Sweden in the semi-final of the UEFA Women’s Euros.

Meanwhile, analysis of Google search data by fast fashion etailer Boohoo indicates that searches for "Lionesses kit" rocketed by 3,981% above the average volume in the last 90 days, as England now prepares for the final against Spain on 20 August.

A Boohoo spokesperson said: “The Lionesses' success in the World Cup has already proved historic, with the effects of the success already being felt, with searches for their kit and, subsequently, interest in sportswear as a fashion statement already peaking.

Read more: Women’s sportswear finds its feet

Further analysis of Google Trends has uncovered that the most popular Lioness shirts include Lauren Hemp, who plays as forward, team captain Millie Bright and goalkeeper Mary Earps. Interest in Earps’s kit follows controversy surrounding her kit being unavailable to purchase.

Sports brand Nike, who is the England kit provider, has come under fire after it failed to sell replica shirts this year with the goalkeeper’s name and number.

Earps, who was informed of the brand’s decision in April this year, said last month:

“I can't really sugar-coat this in any way, so I am not going to try. It is hugely disappointing and very hurtful.”

The rest of the team’s home and away kits are available to buy from Nike.

All eyes will be on Sunday's match to see whether the Lionesses can continue their trailblazing winning streak.

TagsEngland football Lionesses online Sales sportswear