As nearly 65,000 UK football fans prepare to travel to the U.S. for the World Cup, new research from tax and compliance technology provider, Vertex, Inc suggests travellers should budget for more than just tickets and accommodation, with many locals warning that advertised prices don’t always reflect the final amount paid.
Vertex’s survey found that 69% of Americans believe tourists find advertised food and beverage prices misleading because they do not include taxes and fees, highlighting a key difference between the UK and U.S. consumer experience, where VAT is typically included in displayed prices.
The research also points to tipping expectations or tipflation, as it is called in the US, as something else for Britons and other international visitors to be aware of. Approximately 66% of U.S. customers leave a tip of 15% or more when ordering food and 48% when ordering a drink. This is very different from the UK, where a tip of 12.5% is encouraged on food and drink.
Key findings:
- 69% of Americans think tourists find advertised food and beverage pricing misleading because it excludes taxes and fees
- 67% say they pay attention to taxes and additional charges when travelling
- 66% tip 15% or more when ordering food; 29% pay 20% in tip, while 5% tip even more than 20%
- For drinks: a 10% tip was the top response (32% of consumers), followed by a 15% tip (26% of consumers), only 22% of consumers tip 20% or more
- 56% believe spectators attending major sporting events will pay more than in previous years
Chris Hall, Senior Tax Officer at Vertex, said:
“For many UK travellers, one of the biggest surprises in the U.S. can be that the price you see is not always the price you expect to pay. Sales tax, fees and tipping can significantly increase the final bill.There are nearly 13,000 U.S. sales and use tax jurisdictions/tax authorities imposing sales taxes that can affect food and beverage taxability, depending on the product, location and whether it is grocery, prepared food, beverage, candy, etc.”
In its 2025 End-of-Year U.S. Sales Tax Rates and Rules Report Vertex tracked 12,414 U.S. tax jurisdictions, where 681 sales and use tax (SUT) rate and rule changes occurred, indicating that SUT is highly localised in the U.S. The same food or beverage product in different locations can cost more, or less, based on different tax rates, rules or exemptions, impacting its final cost.
