Retailers are expected to score sales of £814m during the World Cup, which kicks off next week.

British football fans are forecast to spend £271m on food, £359m on electricals and £184m on souvenirs as they celebrate the tournament, according to research specialist Conlumino and loyalty firm Webloyalty.

However, retailers have expressed caution that the extent to which the tills will ring will depend on how far the English national team progresses in the competition.

According to Paddy Power the England squad is a 28-to-one outsider to win.

Tom Knight, boss of Matalan’s sports fascia Sporting Pro, said: “It’s important that they don’t lose the first game, which is seen as the most difficult. It’s the difference between sales and selling products at markdown.”

Knight said the presence of global superstars Cristiano Ronaldo and Lionel Messi could help maintain interest, even if England get knocked out early on. Sporting Pro is exclusively selling the signature boots Argentine star Messi will wear in the World Cup.

Roger Siddle, chief executive of sportswear etailer Kitbag parent Findel, also has modest expectations. “It’s a useful opportunity to sell more kits but it’s only a few weeks. It’s a boost, not a life-changer,” he said.

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Analysis: Will the World Cup allow retailers to score winning goals?