Millions across the UK are being hit with an extra cost of nearly £10 each, described as a 'summer tax', as they pay for rapid delivery of last-minute warm-weather essentials. This comes on top of the average £25 spent on unplanned purchases, according to experts.
Research Reveals £163m Spent on Speedy Delivery
A recent study found that UK residents are spending approximately £163m on premium delivery for last-minute items during the summer. A survey of 2,000 people revealed that 31% have paid extra for fast shipping on products needed for heatwaves, holidays, and entertaining. The average cost for quick delivery of essentials such as fans (26%), sun cream (26%), and swimwear (24%) is £9.82.
Additional Costs and 'Heatwave Hikes'
This spending is in addition to the average £25.16 typically spent on unplanned warm-weather purchases. Over half (51%) of respondents said they spend more than expected during summer, while 53% have noticed 'heatwave hikes'—price increases on sought-after products when temperatures rise. As the weather heats up, 40% of people have turned to online shopping or rushed out to stock up, only to find prices rising, particularly for sun cream (49%), cold beverages (45%), and fans (40%).
Joybuy Study Highlights Financial Strain
The study, commissioned by online retailer Joybuy to mark its Summer Black Friday, aims to help consumers save time and money on seasonal necessities with rapid delivery at no extra charge. A spokesperson for the brand 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. Yet, our research shows that for many Brits, the season comes with a surprising amount of shopping pressure, from heatwaves and holidays to spontaneous plans with family and friends. We believe shopping should be a source of joy, not frustration.'
Forgotten Essentials and Their Cost
The study also revealed the impact of 'forgotten essentials' on summer finances. 46% of respondents admitted to failing to purchase or pack an essential item before a summer holiday or day trip. The most frequently forgotten items include sun cream (30%), toiletries (29%), and sunglasses (28%). Others confessed to leaving behind phone chargers (26%), travel adaptors (22%), and headphones (14%). The repercussions can be expensive, as 56% ended up purchasing items while already travelling, with 32% buying them at the airport.
The warmer months are also straining people's finances more generally, with many finding it harder to stick to a budget in summer. Consequently, 21% now consider summer the most expensive period of the year for unplanned expenditure.
