It’s being dubbed the ‘staycation summer’ with half the adult population planning to stay in the UK for their 2026 summer holiday rather than travelling abroad – so Freemans.com has unveiled a major new campaign it announced today (23 June 2026). Designed specifically to help shoppers nationwide make the most of the summer months at home, just in time as temperatures soar.
Running from June to September, the new ‘Sunny Season’ initiative positions Freemans.com as the trusted, go-to destination for summer at home, showcasing the digital department store’s incredible breadth of offerings with over 11,000 products highlighted within the campaign.
Activity will run across the brand’s flagship website – which boasts over 30 million unique visitors each year – alongside support through social media channels, specialist SEO and popular consumer competitions to win ‘Sunny Season’ bundles, all featuring the campaign’s distinctive and brightly-coloured branding.
Shoppers are being encouraged to turn to Freemans for both planned summer purchases and reactive last-minute buys when their plans, budget or the great British weather changes.
Ann Steer, CEO, Freemans.com said: “The cost of living crisis and fears around airlines cancelling flights abroad means the number of people choosing to holiday in the UK is at its highest since the pandemic. But with so much going on in the UK this summer, Freemans.com is helping its customers to have their best summer ever, whether they’re holidaying in the UK or simply staying at home.”
The activity been planned to drive engagement with timely, relevant seasonal shopping moments, targeting key moments including:
The World Cup: Ahead of the global tournament’s launch on June 12, shoppers are already netting outdoor hosting items, BBQs and outdoor AV – and the late kick-off times are has prompted a sharp rise in the items to extend outdoor entertaining into the evening, including lighting, cosy blankets
Father’s Day: UK dads are in for a tasty treat on June 21, with a projected 48.5 per cent of gifts bought from Freemans popular food and drink store. Gifting is also expected to be strong across T-shirts, socks and watches
Stay Cool: May’s record heatwave saw UK temperatures hit 35.1 degree centigrade, with customers flocking to beat the heat with cooling bamboo bedding and ‘ice silk’ pillowcases, breathable nightwear to fans, air cooling solutions, lightweight fashion and heat-proof beauty essentials. With more hot weather predicted for summer, this is a key growth category.
Summer Beauty: The changing weather patterns see customers switch their make-up and beauty routines for the ultimate summer glow up. Sales are expected to peak just before the August Bank Holiday weekend as shoppers celebrate the last official summer long weekend.
Staycations: Whether it’s a holiday to the seaside, wild camping, hosting at home or a trip the local park, Freemans is on hand to help customers make the most of home and local escapes, with picnic essentials and camping gear to outdoor furniture, garden upgrades and travel accessories. In fact, everything for outdoor family fun.
Festival Fashion: While Glastonbury is taking a break this year, a multitude of smaller festivals are driving demand from June through to August. Essential 2026 trends include Western Boho-chic aesthetic, Suede fringe jackets, wellies, metallic cowboy boots”, and waterproof bumbags, as customers seek out stylish but practical choices,
Back to School: A third of Freemans customers begin “Back to School’ shopping before the school term ends, with a strong emphasis on bundle deals and summer stock. Late summer favourites buys include lunchboxes, bags and stationery.
Shoppers can choose from thousands of purchases to suit every budget, benefitting from flexible payment options and convenient dior-to0door delivery/returns that make summer shopping feel easy and accessible.
Ann Steer, added: “Our Sunny Season campaign is getting customers into summer mode and helping them feel prepared to make the most of the season at home, helped by the sunny weather.”
“Our carefully chosen range offers inspiration that feels relevant to how they’re actually spending summer – practical where needed, aspirational where it matters and flexible enough to respond to changing plans, weather and budgets.”
