The promotion tied football collecting to regular food shopping:
That structure encouraged repeat visits, particularly among families and collectors trying to complete their books. The report says some shoppers continued increasing their spending while England remained in contention, only to find that packs had disappeared from local branches.
M&S has described the offer as limited and says it proved more popular than expected. Stock reportedly varied between stores before the retailer said it had no more albums or packs available to send.
For collectors, the problem is not simply that a free extra has disappeared. An album with missing stickers loses much of its appeal, especially for customers who bought it specifically to complete a tournament collection.
The report describes mixed customer experiences over refunds. One shopper said a book could not be returned, while another was told that M&S would need to see a receipt photo before offering further help. That uncertainty has intensified frustration among customers who believed continued qualifying purchases would give them more chances to finish.
The promotion’s warning that stock was subject to availability gives M&S a clear defence, but it does not remove the expectation of a consistent response when stores ran out at different times.
England are due to face the Democratic Republic of Congo for a place in the last 16, giving the campaign a major football moment just as its physical stock has run out. The match may extend interest in the tournament, but it will not solve the immediate issue for collectors.
The next storyline will be whether M&S clarifies its refund position or offers any remedy, while England’s result determines how much longer the football-driven demand remains at full strength.