Retailers will be hoping rugby fans will show the same level of excitement in the run-up to the Rugby World Cup in September as their football counterparts did last summer.

Sales of wide-screen, high definition and plasma televisions rocketed last year in the run-up to the World Cup, much to the joy of the high-street retailers, who are feeling the pinch from the supermarkets.

However, the joy experienced last year by Dixons Stores Group (DSG), may be short-lived as the supermarkets branch into selling more leading name-branded goods rather than cheaper alternatives.

DSG claimed it was selling a wide-screen television set every 15 seconds before the start of the World Cup, but now Tesco and Asda are looking to go head-to-head with DSG, Comet and Argos with electrical ranges.

Their advertising for branded goods from big names such as Sony has begun to compare prices directly with the high street electrical retailers.

Terry O'Neill from Memorex says that internet research means consumers are more savvy about what they buy, making trained staff less important for shoppers.

"Consumers will find little help in the supermarkets when it comes to advice. They are relying more on their own knowledge," he explains.

Another worry for the high-street groups is the price war that has been declared between Tesco and Asda this month. Electricals have been central in their campaigns, proclaiming how cheap they are.

Asda, earlier this year, sold a DVD player for just £9 - less than the price of most of the DVDs it plays.

The supermarkets' aim of course is to use this sort of offer mainly as a footfall driver - not to sell DVDs necessarily.

This is a tactic the pure electrical retailers are simply unable to replicate.