Almost one in 10 British consumers is expected to celebrate the start of this summer's major European football tournament with a new television purchase.
According to research carried out by home shopping website VoucherCodes.co.uk, 8 per cent of people who will watch Euro 2012 matches over the coming weeks will go out and buy a new television before the start of the competition.
The games kick off in Warsaw on June 8, with the final taking place on July 1 in Kiev. VoucherCodes' research found that shoppers are already searching for bargains – highlighting a 30 per cent increase in traffic from consumers searching for discounts on TVs in the past week.
Duncan Jennings, co-founder of VoucherCodes.co.uk said: "Over the last few years we have noticed demand for TVs rising sharply ahead of major sporting events.
"We're expecting the two weeks before the championships to be a very busy period for Britain's retailers as consumers look to pick up a bargain ahead of the Euros."
Jennings suggested that people will need to be quick to get hold of the best offers, with deals likely to "pop up suddenly and disappear once the tournament has started".