Sunny Days, Shopping Sprees: How UK Shoppers Stocked Up on Picnic Goodies but Skipped the Big Buys!

Warmer weather in the UK last month boosted retail sales as shoppers flocked to stores for picnic snacks and barbecue supplies. Boosts were particularly notable in sales of clothing and gardening products, even as big-ticket items like furniture and household appliances continued to decline.

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The British Retail Consortium, which speaks for the majority of the UK’s major retailers, estimated that total retail spending in the three months to August was up 2.9%. This compares with the 2.6% increase recorded last month. Food was the main driver behind the rise as people tried to make the most of the sunshine by dining outdoors and with family and friends.

Not all areas of retail evidenced growth, however. Non-food sales, such as items related to home decor, electronics, and other products not related to food, declined 1.7% during the same period. This decline reflected the decrease in July and confirmed that shoppers remained cautious with regard to spending on non-essential goods.

Clothing and gardening products realized increases, boosted by summer-like weather, despite the general decline in non-food sales. For instance, many shoppers longed to update their summer wardrobes, while other buyers invested in products related to gardening to spruce up outdoor spaces. Spending on big-ticket items such as furniture, household appliances, and other home goods continued in free fall. Many families held off on larger purchases as they tried to be careful with budgeting.

Grocery spending rose in August, data from Barclaycard, one of the UK’s biggest credit and debit card providers, showed. Spending on groceries rose at the fastest rate since March, with strong performances recorded by butchers and delicatessens as people enjoyed dining alfresco. Barclaycard said garden centres did well too, with sales up 8%-the most significant growth this year.

However, Barclaycard had a different result compared to the BRC in terms of clothing sales. According to Barclaycard’s data, its cardholders spent less money on fashion than last year. The company said clothing and accessories were among the areas where people are tightening their belts the most, with 53 percent of shoppers planning to spend less on such items.

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The outlook for this Christmas period also appears grim. In a survey conducted by Barclaycard, over one-third of Brits believe this year’s Christmas will be costlier than last year’s. One in five said they were concerned about being able to afford the increased cost associated with Christmas.

Helen Dickinson, Chief Executive of the BRC, gave some color on these trends: “Sales growth picked up in August, particularly for food as people came together for barbecues and picnics, and for summer clothing as people prepared for vacations and social events. Health and beauty products also saw an increase in sales as people prepared for trips away and summer gatherings.

Dickinson also highlighted areas where spending was above the norm, including computing, which saw an uplift as university students looked to take advantage of summer discounts to prepare for the new academic year. But she said back-to-school sales were softer than expected because some families opted for second-hand items rather than buying new.


Despite the gains recorded in some sectors, the retail sector remains very challenged. Dickinson called on the Labour Party to use this autumn’s budget to update the business rates system in a bid to let retailers invest in growth. “After a difficult summer for so much of the retail sector, and with the potential for reduced consumer spending when energy bills start to rise in October, many will be watching the chancellor’s autumn budget closely before making any investment decisions, she said.

Linda Ellett, Head of UK Consumer, Retail, and Leisure at KPMG, commented: “The recent warmer weather helped drive sales in some categories, but it was not enough to elevate overall spend to levels comparable to this time last year.” She said, “The figures reflect the challenging retail environment that is likely to continue throughout the rest of this year. Fashion retailers most of all will be looking to carry on with the sales boost as they try to get rid of excess summer stock ahead of the key autumn season.

The future of retail is less certain moving forward. Many are cautiously optimistic about the increase in sales, especially going into an autumn and winter period that is usually busy. Of course, with ongoing concerns on rising costs and tighter household budgets, it would be very obvious that retailers will still need to be nimble and attentive to changing consumer behavior.

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Put simply, the sunny weather in August has undoubtedly given a welcome boost to the sales of picnic food, barbecues, and summer clothes; however, the road ahead will be full of twists and turns for UK retailers. With shoppers still being tight with money and the cost of living increasing, it will prove very interesting to see how the retail landscape evolves over the next few months.

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