Optimism that football is finally coming home, combined with a long spell of uninterrupted and record-breaking weather, have combined to create a multibillion pound feel-good factor never seen before.
The British Retail Consortium said that consumers will embark on a £1billion-a-day spending spree between now and the end of August as a buoyant mood sweeps the nation.
And whisper it quietly but should England make it to the final, after finally shaking off the curse of losing on penalties, the benefits will be immeasurable.
The Institute of Economic Affairs said: “The UK is experiencing two unusual phenomena this summer – unbroken sunshine and a World Cup run which is so far exceeding expectations.
“And it’s not just the feel-good factor we have to smile about.
“When England’s football team is playing, Brits are spending more on food, drinks and electronic goods. It’s a great summer so far, and the longer it continues the better it is for our economy.”