Dutch retailers are reaping the benefits of the Netherlands’ strong performance so far in the World Cup, according to market research group GFK.

Supermarket sales went up by €5m last week, taking the total World Cup effect on retail sales to €21m so far, GFK says. Almost one million households (12%) have bought some sort of Oranje-related product, such as orange pudding or cakes.

Domestic appliance stores are also benefiting. Sales were up 78% in the second week of June compared with a year ago.

However, the sale of televisions has not met expectations. So far 279,000 tvs have been bought to coincide with this World Cup compared with 527,000 at the World Cup four years ago, GFK says.

The timing of the Dutch matches – tonight’s is also at 18.00 – has boosted food delivery services. Website Thuisbezorgd.nl reports a 30% increase in sales while the New York Pizza chain says its orders are up 80%.