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Deborah Risbridger, co-owner of The Elm Tree in Ringwood, a town between Bournemouth and Southampton, is expecting 440 people on Sunday.
She told the BBC her husband and fellow co-owner is a football coach “and as a result our crowd are all footy mad”.
Jackie Fairburn, landlady of the Hare and Hounds in Leeds, told the BBC earlier this week she has had to cap attendance at her pub to 400.
She said she had struggled with the washout summer, as the pub only tends to open up outside when the weather is nice enough.
Lots of other businesses are also hoping their Euros boost will continue on the weekend:
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Lidl expects a 20% spike in BBQ meat product sales over the weekend
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Pub and bar revenue will see a £120m boost, says trade group UKHospitality
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Asda has recorded a sevenfold increase in searches for England-related products
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‘TV’ was the most popular search term for Argos in July
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An extra 10 million pints will be poured in the match build up, says the British Beer and Pub Association
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Three quarters of hospitality businesses will need extra staff, according to staffing platform Brigad
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Tesco predicts four million packs of beer and cider will be snapped up between Friday and Sunday
The competition between pubs and shops for customers became heated after bars complained about Co-op’s advertising campaign to get people to watch the games at home.
A Co-op spokesperson said the advert was a “light-hearted” way of showing an alternative to watching at the pub “at a time when the cost of living is high”.
Supermarkets are adjusting their opening hours to give their staff a chance to watch the game.
Tesco and Sainsbury’s will close all their smaller convenience stores at 19:30, half an hour before kick off.
Meanwhile Lidl will open its shops in England an hour later on Monday, so those who have celebrated late the night before can still make it in.
Despite the seeming lenience from some employers, Kate Palmer, director at employment law adviser Peninsula, encourages caution.
“Don’t call in sick [on Monday], especially if you had a leave request denied,” she advised fans who might be staying up late on Sunday evening.
However, while pubs and shops forecast a boom, gigs and festivals may see a drop in attendance from England fans.
“They are understandably adjusting their plans,” said Richard Davies, founder of ticket resale marketplace Twickets, which he says has seen a rise in activity.
Wireless Festival organisers said the three-day festival will finish early on Sunday so people can watch the game. Other events are also being rescheduled.
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