Searches for pregnancy tests on Uber Eats surged 114% during the delayed England vs Mexico World Cup match, prompting retailers to predict a baby boom in nine months. The scheduled 1am kick-off on 9 July 2026 was delayed by an hour due to thunderstorms near the stadium, leading to a spike in delivery orders across the UK.
Panic Buying During the Delay
According to Uber Eats, which delivers products for major British superstores, fans hit the panic button during the 60-minute delay. The BBC presenting team, including host Kelly Cates and pundits Wayne Rooney, Micah Richards, and Joe Hart, filled the time with frantic coverage. The delayed start prompted a wave of delivery orders, as reported by industry magazine Retail Week.
The number one search on Uber Eats was 'popcorn,' which rose 204% compared to the same time the previous night. Energy drinks also saw a 158% increase. However, the third most in-demand product was pregnancy tests, with searches up 114%.
Retailer Comments and Predicted Baby Boom
One retailer commented: "Personally I thought the BBC team did a great job of filling in the hour before kick-off. But clearly some people had their minds on other things. It looks like it wasn't just Harry Kane and Jude Bellingham who scored that night. It will be interesting to see the long term result of that dramatic night. In nine months we might well see a sudden spike in the births. Maybe nurseries will be full of little Joses or baby Camilas."
Other Food and Drink Trends
Crisps, chocolate, and pizzas were also in demand in the early hours. As dawn broke, searches for hash browns, pancakes, breakfast muffins, bacon, and avocados increased. Orders of chicken and beef burrito bowls dropped off as the match unfolded.
Katie Hunter, Uber Eats' general manager for grocery and retail in the UK, said: "Major sporting moments always bring out fascinating shifts in how people shop on demand, especially when games span across different time zones. From late-night caffeine boosts to early-hours popcorn cravings we're working round the clock to connect customers with what they need so they can focus on cheering on their team."
Record Viewership
The match was the most-watched football game in US TV history, with over 44.8 million viewers, surpassing the US vs Belgium game by two million. More than 60 million Mexicans tuned in, along with 9.1 million Brits who stayed awake until nearly 4am. Gabriela Cuevas, head of 2026 FIFA World Cup coordination in Mexico, said it was the country's most-watched match of the century.
Previous Baby Boom Predictions
This is not the first baby boom expected from World Cup drama. Bookmakers predicted Harry would become Britain's top boys' name in nine months following Captain Kane's late two goals against DR Congo in the last-32 tie. Additionally, the US city of Boston is bracing for a baby boom of 'wee Jocks' after American women said their 'faith in men had been restored' by partying Scotland fans during their campaign.
