Tesco has launched a superstition-themed initiative at its Extra store in Wembley, north London, urging shoppers to 'touch wood' for luck ahead of England's semi-final match against Argentina. The supermarket chain has fitted wooden trolley and basket handles with the message: 'England needs you. Touch here for luck. Every Little Helps'.
Wooden handles and till dividers
In addition to the trolley and basket handles, Tesco has placed wooden till dividers throughout the store carrying the same luck-bringing message. Signs outside the store also encourage customers to 'touch wood' one more time before entering. The transformed store, located near Wembley Stadium, is being touted as potentially Britain's luckiest supermarket.
Part of Tesco's campaign
The initiative is part of Tesco's 'Need Anything From Tesco?' campaign, which celebrates moments that bring people together. According to the company, the campaign aims to help fans get behind the team, whether by picking up snacks for the match, a last-minute barbecue shop, or adding a little extra luck to England's journey.
Express store closures for final
Tesco has also announced plans to close its Express stores across England on Sunday if England progresses to the final, allowing colleagues to watch the match with friends and family. Kevin Tindall, managing director of Tesco UK operations, said: 'We appreciate just how much this would mean to so many of our colleagues. So if England makes it through to the final, we will close our Express stores across England in time for all colleagues to be able to celebrate with their family and friends.' The closures do not apply to stores in Scotland, Wales, and Northern Ireland. Tesco assured customers that Whoosh deliveries will continue to operate until 11pm, ensuring fans can top up on match-day essentials without missing any action.
Football mania boosts sales
The decision comes as football mania drives a spending spree in supermarkets. Industry data indicates that shoppers are making more frequent trips for beers, pizzas, snacks, and other match-night necessities, rather than relying on a single large weekly shop. The British Retail Consortium reported that retail sales have been bolstered by the World Cup and the recent heatwave, with supermarkets benefiting as households stock up for home-viewing of the games.
