Parfetts predicts record sales during World Cup

The employee-owned wholesaler has launched a promotion, styled as a “trade show”, to help retailers maximise margins during the competition, which runs from 20 November to 18 December.

The promotion will see offers on popular brands and key lines throughout the tournament.

Guy Swindell, joint managing director of Parfetts, said: “Some pundits are predicting the World Cup will generate extra sales worth £1.3bn if England manages to get through to the second round.

“So, it’s a huge opportunity for our retailers, and we’ve put together a promotion that offers our lowest prices on a wide range of food and drink.”

The promotion launches on 13 November and runs until 19 November.

Parfetts says it is helping retailers attract more shoppers with a range of measures, including free promotional leaflets and social media and digital marketing campaigns.

Swindell added that retailers should look to increase sales by offering linked deals between alcohol and snacks.