Britons are facing a £163 million 'summer tax' as heatwaves, holidays, and entertaining drive a surge in last-minute purchases, leaving customers paying premium prices for express delivery. A study of 2,000 adults revealed that 315 people paid an average of £9.82 to have essentials such as fans, sun cream, and swimwear dispatched urgently. This equates to millions spent nationwide to guarantee summer essentials arrive before good weather disappears. On top of that, an additional £25.16 was spent on unplanned warm weather purchases themselves.
Heatwave Hikes and Forgotten Essentials
More than half (51%) of Britons spend more than anticipated during the summer months, while 53% have observed 'heatwave hikes' where prices for sought-after products increase when temperatures soar. When conditions turn hot, 40% have shopped online or dashed out to stock up during warm spells, only to discover rising prices, especially for sun cream, cold drinks, and fans.
The research, commissioned by online retailer Joybuy to mark its Summer Black Friday, also uncovered the impact of 'forgotten essentials' on summer budgets. Sun cream, toiletries, and sunglasses are among the most commonly forgotten items, along with phone chargers, travel adapters, and headphones. As a result, 56% ended up buying items while already travelling, with 32% picking them up at the airport, while 17% resorted to paying for fast delivery at the last minute, often adding to the overall cost.
Pressure on Budgets
The warmer months are putting pressure on people's budgets more broadly, with 23% saying they find it harder to stick to a spending plan in summer. With summer spending pressures mounting, 41% of Britons wish there was a Black Friday in summer to help make bigger purchases and seasonal essentials more affordable. Nearly a quarter (24%) believe better stock availability on seasonal essentials would help avoid last-minute summer spending, while 22% say being able to buy everything in one place would make last-minute splurges easier to manage.
Financial coach Clare Seal added: "Summer is often when even the most carefully planned budgets come under pressure. Holidays, heatwaves and last-minute social plans can all trigger unexpected spending, and because many of these purchases are urgent, consumers often end up paying a premium through higher prices or costly delivery fees. Whether it's buying a fan during a heatwave or replacing a forgotten holiday essential, these hidden costs can quickly add up. The good news is that there are ways to claw back this 'Summer Tax'. Planning ahead where possible, comparing prices and choosing the right retailers, such as Joybuy, which offers good value and free delivery on items even if you want something that very same day - that can make a real difference. When the average premium delivery fee is approaching £10, those savings can quickly add up over the course of the summer."
A spokesperson for Joybuy said: "Summer should be about making memories, not stressing about forgotten essentials, delivery delays or scrambling to find what you need at the last minute. We believe shopping should be a source of joy, not frustration."
