Retail sales volumes are estimated to have risen by 1.0% in June 2026, the latest data from the Office for National Statistics reveals. This followed a rise of 1.2% in May 2026, and a fall of 0.7% in April 2026. Retailers suggested that sales promotions and the warm weather increased sales volumes for non-store and clothing retailers.
Deann Evans, managing director, EMEA, at Shopify, commented: “A second straight month of sales growth is good news for UK retail, with the ongoing heatwave a key driver of June’s shopping habits. According to Shopify merchant data, tower fans, cooling beds and split-system air conditioners all rose by more than 300% last month compared to May. The sunny weather also boosted outdoor leisure, with significant rises across paddle ball sets (372.5%), swim trunks (54.3%) and inflatable spas (48.9%) compared month-on-month.
“World Cup fever gripped the UK, inspiring numerous football-related purchases. Sales of footballs rose nearly 200% year-on-year, with replica jerseys close behind on 139% and flags on 104%. Fans even brought the stadium home for watch parties with televisions rising 108%, multimedia projectors 66.5%, and party supply kits 49.3%.
“We have seen this trend before. Whether it is the World Cup, Wimbledon, Taylor Swift or Harry Styles, major sporting and cultural events continue to drive consumer behaviour. Retailers who plan effectively around these moments will capture the demand that comes with them – not just in peak season, but all year round. Pair that with a consistent experience wherever customers shop – same pricing, same service, same brand – and retailers are in a strong position heading into the second half of the year.”
Jacqui Baker, partner and head of retail at RSM UK, said: “The uptick in retail sales highlights just how important weather is in determining consumers’ moods and their willingness to spend, which was also helped by summer discounting.
“Consumers opted to spend online to avoid the heat on the high street, stocking up on summer clothing to enjoy the hot weather at home, while investing in fans and aircon units to keep cool. With the World Cup starting in June, households opted for watch parties at home due to late kick off times, which benefitted electricals and food sales.
“The boost in sentiment appears to have carried on in July, with consumer confidence jumping from -23 to -17. However, all eyes will be on whether consumer confidence continues to improve, particularly with escalating tensions in Iran again and the recent change in Prime Minister.
“Andy Burnham’s focus on tackling the cost of living – and the latest measures, albeit small, could help towards consumers having a bit more money in their pockets.”
Samuel Edwards, head of client portfolio management at global financial services firm Ebury, said: “Retailers scored an early summer goal in June, with retail sales outperforming expectations as warm weather, promotions and World Cup fever helped unlock consumer spending. The result offers retailers a much-needed boost as they enter one of the most important trading periods of the year.
“The headwinds facing retailers however show little sign of easing. July’s energy price cap rise, higher-for-longer interest rates and ongoing political uncertainty under the new Burnham government are all weighing on consumer confidence, while businesses continue to grapple with rising employment costs. Renewed tensions in the Middle East also risk pushing up energy prices, fuelling inflation and further eroding both consumer sentiment and retailer margins.
“As the summer holiday period kicks off, retailers should focus on minimising inefficiencies, protecting themselves against currency volatility and ensuring they have access to flexible finance. Building resilience now will be crucial to weathering the challenges that lie ahead.”
Oliver Vernon-Harcourt, head of retail at Deloitte, said: “Another heatwave and World Cup fever boosted retail sales in June, despite some speculation that volumes would cool slightly. The hottest June on record for England, as well as the start of seasonal sporting and cultural events, encouraged spending across summer-related categories. Consumers refreshed wardrobes and spent more on warm weather goods to prepare for outdoor gatherings and watch parties, while the heat diverted many shoppers online, providing a generous boost to non-store retailing.
“Despite ongoing concerns around the cost of living, our UK financial wellbeing index increased to 101.5 in June, up from 98.1 in May, and an improvement from 97.3 a year ago, driven by a significant improvement in sentiment around big-ticket purchases. Many remain willing to spend when given the right reasons, and both value and convenience continue to be key drivers of spending. A summer of holidays and festivals, paired with improving consumer confidence, could help support demand across the next couple of months, particularly in discretionary categories.”
