New data from Debenhams Group – home to Debenhams, Karen Millen, boohoo, boohooMAN and PrettyLittleThing – reveals how the UK’s prolonged warm weather this summer is reshaping shopping habits, with Brits rushing to cool their homes and make the most of outdoor living.
The new data* follows the UK’s fourth heatwave this summer. With extended periods of high temperatures increasingly common, shoppers are looking for immediate ways to stay cool while also investing in products for warmer summers in the years ahead.
At Debenhams, searches for “air con” increased 4,442% between June and July compared with the same period last year, and searches for “fan” rose 1,165%. Reflecting this demand, more broadly the ‘cooling’ category at Debenhams more than tripled (232%) in sales during the period, with portable neck fans and tower fans among the best-selling products in this category.
The warm weather has also fuelled demand for outdoor living products, as consumers equip their homes for outdoor entertaining. Sales of “picnicware” rose 240% year-on-year, while “swimming pools” increased 133% and “BBQs and outdoor cooking” products rose 44%.
As gardens become the go-to venue for summer get-togethers, searches for “gazebos” have also increased by 264%, and searches for “sun loungers” rose by 268%.“Garden furniture” sales also climbed 24% as consumers continue to make the most of one of the hottest summers on record.
A Debenhams Group spokesperson said: “Weather remains one of the biggest drivers of shopping behaviour, and when temperatures rise, shoppers aren’t just looking for ways to keep cool – they’re also looking to make the most of the sunshine. Alongside fans and air conditioning, this summer we’re seeing exceptional demand for everything from BBQs and garden furniture to picnic essentials and entertaining accessories, as more people embrace outdoor living and host friends and family at home.”
