Heatwave drives online retail sales as shoppers avoid stores

UK retail sales increased 1.9% year-on-year in June as the heatwave prompted more shoppers to buy online, according to the latest BRC-KPMG Retail Sales Monitor.

The figures, covering the five weeks from 31 May to 4 July, showed that online non-food sales increased 5.1% year-on-year, with 39% of non-food purchases made online, up from 37.7% in June 2025 and above the 12-month average.

Meanwhile, in-store non-food sales fell 1.1% year-on-year, despite overall non-food sales increasing 1.2%.

Helen Dickinson, Chief Executive of the British Retail Consortium, said: “Retail sales maintained momentum despite June’s heatwave. While in-store sales were stifled by soaring temperatures, the proportion of sales online was the highest of 2026, bolstered by well-timed promotions.

"Electric fans and paddling pools performed well, as people looked to cool off, while the lure of the sunshine meant that gaming and big-ticket sales struggled. The heatwave doesn't just change how customers shop - it makes retail operations more challenging, from keeping shelves stocked to keeping products and people cool."

Linda Ellett, UK Head of Consumer, Retail & Leisure at KPMG, said: "Demand for fans and air con units helped drive up home appliance sales, with some retailers struggling to restock fast enough, while the men’s football World Cup also brought a boost for home electrical sales and food and drink.

"As the summer holiday season gets set to fully begin, retailers will be looking to build on the increase in clothing sales for both adults and children that was seen during June."

Sarah Bradbury, CEO of IGD, said June’s record-breaking heat, easing food price inflation and the start of the World Cup encouraged more frequent top-up shopping trips. She added: "With both the warm weather and football tournament continuing this month, consumer confidence could receive a further uplift."

The latest figures highlight the contrast between physical and online retail during June, with the heatwave accelerating digital shopping while challenging store performance. As retailers head further into the summer, many will be looking to build on online momentum while capitalising on seasonal demand for clothing, home and leisure categories.

Separate data from Barclays showed consumer card spending grew 1.9% year-on-year in June, with a 1.7% increase in non-essential spending driven by a combination of stabilising consumer confidence, warm weather and the arrival of the World Cup.

Jack Meaning, Chief UK Economist at Barclays, said: “While additional spending around the World Cup will be a welcome cushion for the hospitality sector, it remains true that the economy has slowed into the middle of the year.

“Looking ahead to the second half of 2026, we expect growth to pick up modestly, as improving consumer sentiment and reduced uncertainty are partially offset by the temporary inflation bump.”