And it looks set to continue after England beat Sweden on Saturday to reach the World Cup semi-final for the first time in 28 years.
Chief executive of Shropshire Chamber of Commerce, Richard Sheehan, said the tournament had provided an enormous economic boost for the area with pubs in particular doing a roaring trade.
Many were packed to the rafters on Saturday for the Sweden clash.
"I think it’s fair to say the World Cup has been a real pleasure for everyone,” said Mr Sheehan.
"We know from many of our members that they have seen a change in people’s attitudes.
"Everyone seems to be very positive and excited about what the World Cup brings.
"Obviously it has great economic value too because we have seen lots of people spending money in the hospitality sector.”
Mr Sheehan said pubs had also come up with innovative ways to make the most of the competition.
He added: "I was in a pub on Saturday watching the match and they put on a charity auction which was a really nice gesture.”
Cathy Haddock, manager of The Charles Darwin pub in Shrewsbury, said sales have been soaring and trade has doubled when punters have been at the venue to watch England play.
She said: "It’s bringing in the trade. We have been putting on complimentary food during the England matches.
"It’s good for the pub and there’s a great atmosphere.
"Everyone’s in a good mood. Sales go up. We’ve been able to double trade.
"I think we have a good chance of winning.”
Ozzy’s sports bar in Newport has also been cashing in during the World Cup.
Bosses have been ordering in extra barrels of beer during the England games.
Manager Kerry Smith, who says she is backing England all the way, said: "It’s been really busy. Everyone has been well behaved and really respectful.
"We are never quiet but we’ve been the busiest we’ve ever been during the World Cup.
"It’s a massive boost for trade.
"For the England matches we have to order in a lot more beer than normal.
"We’ll get five or six extra barrels just for that day, with each containing 88 pints.
"It’s been a massive increase in sales.”
Another pub which has had to increase its orders for beer is The Old Bush in Albrighton.
Assistant manager Steph French-Perkins said: "We’ve been crazy.
"It’s done really well for trade. It’s like a weekend’s takings in one go. We’ve had to order in more beer.”
England has reached the World Cup semi-final for the first time since 1990.
Gareth Southgate’s team downed Sweden 2-0 in the quarter-final.
Goals from Harry Maguire and Dele Alli saw England reach the last four for the first time in 28 years and just the third time in history.
They will play Croatia on Wednesday for a place in the World Cup final.