John Lewis, a major national retailer in the UK has said its TV sales are rising ahead of today's kick-off.
The retailer, often seen as a barometer of the health of UK consumers said that sales in its electronics and technology department had risen 27 pct on one year ago.
On top of that, fashion and home, which stocks World Cup sports and childrenswear rose 18 to 19 pct also.
The company said that Southsea Village near Portsmouth had sold the most TV's whilst Aberdeen in Scotland was the only one to miss out.
At the grocery arm of John Lewis, sales also rose 6.1 pct due to warmer weather.
The British Retail Consortium, speaking on retail sales across the UK, said recently:
"The sunnier second half of May provided a welcome boost to overall sales. The warmer weather combined with discounts and promotions encouraged spending on clothing, footwear, outdoor DIY and gardening.
"The run-up to the World Cup helped sales of televisions, though this was largely discount-driven. With the tournament getting closer, there should be a further uplift and to other football merchandise such as flags and replica kits.
"Consumer confidence has clearly improved since last year's lows. But there's still plenty of uncertainty, which is making customers nervous about buying expensive goods, such as furniture, despite widespread reductions. This month's emergency Budget should provide more clarity."