Retailers have been accused of are taking advantage of football fans by overpricing children's England World Cup shirts.Consumer group Which? claims the smallest sizes cost nearly as much as the biggest men's versions in some shops - which it claims was unfair.
Researchers found that parents are shelling out "proportionately more" for the children's version of England's away kit.
The England team's World Cup away kit was launched earlier this year, immediately sparking a price war amongst retailers.
Which? editor Neil Fowler said: "Retailers are taking advantage of consumers, and parents in particular, by charging almost as much for an England shirt to fit a small child as one that's big enough to fit a 20-stone man."
The Football Association charges just over £32 for an adult's XXXL shirt and matching shorts compared to £26 for a child's size.
That price difference falls to just £2 once the VAT on adult clothing has been deducted, Which? said.
Sportswear giant Umbro told the consumer group's magazine there was no official recommended retail price for the England replica kit.
But a check on prices across Sheffield revealed similar amounts are being charged.
Sports giant Decathlon at Eyre Street came in the cheapest with the adult away shirt at £24.95 and the children's version at £19.95.
At JJB Sports at Drakehouse Retail Park, near Crystal Peaks, JD Sports at Meadowhall and Streetwise on Pinstone Street in the city centre, the prices were £25 for an adult's shirt and £20 for a child's shirt.
Decathlon manager Tim Humphrey said pricings for adult and children's shirts were fair.
"Decathlon has a policy to be the cheapest in the area and the pricing with children's shirts is fair, taking into account the fact there is no VAT on children's clothes.
"The prices are basic and honest."
However, families are finding all sorts of ways to show their allegiance to England.
As World Cup fever sweeps the country, stores are stocking up with England t-shirts, vests, shorts, shoes and all manner of accessories.
Toys R Us has a range of signature balls, flags and 6in replica figures to go with the flags, novelty England 'helmets' and giant hands.
Have you gone World Cup crazy and decorated your home with England flags and banners? Email starnews@sheffieldnewspapers.co.uk or ring the Newsdesk on 0114 276 7676.