World Cup 2014: Britons not Keen on Costly Football Merchandise

The overall retail and leisure sector in the UK will not get the boost that it anticipated from the World Cup as Britons, rather uncharacteristically, are less enthusiastic about the upcoming tournament, according to a new report.

Online marketing firm Webloyalty says that the forecasted average spend among football fans on World Cup merchandise is, on average, £16 ($27, €20) a head as 78% of England fans don't plan to buy the national squad's replica shirt.

The population almost unanimously thinks that the shirt is too pricey after it sparked fury when manufacturers Nike retailed it at £90. Regardless, over three-quarters say they would not buy the shirt no matter the price.

Only 60% of the UK will watch the Brazil World Cup. Although this may seem like a strong number, it is in stark contrast to the three-quarters of the population who followed the 2010 World Cup.

Hopes of a sales boost for the hospitality sector could also be dashed. Out of the 60% that do plan on seeing the tournament, less than a quarter plan to watch it from a pub.

However, England's armchair fans will boost food sales by £271m and the household electronics industry by £359m, says Webloyalty.

"With so many fans planning to watch the games from home this year, spending on food and drink to entertain friends will be a common priority; and some may take the opportunity to splash out on expensive devices to watch the football on," said Guy Chiswick, Managing Director of Webloyalty Northern Europe.

"Supermarkets and electronics retailers can therefore expect to cash in on football fever this year," he continued.