Retail executives say the World Cup, moved to the winter to avoid the intense Qatari summer temperatures, has totally thrown the algorithms they increasingly use to predict trading and plan their logistics. "It's also an executional headache, because right when you want to have everything Christmas out, you've got to somehow reflect slabs of booze and snacking for the World Cup," he said. During the last World Cup in July 2018, which coincided with a prolonged period of hot weather, shoppers visited UK supermarkets an extra 13 million times, according to market researcher Kantar. Of course, customers visiting stores to buy festive goods could buy in World Cup supplies at the same time. "It's not going to be as big as the summer World Cup, that is clear," said Fraser McKevitt, head of retail and consumer insight at Kantar.

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