Retail sales in Great Britain bounced back in May, fueled by record hot weather that drove demand for fans, paddling pools, and outdoor products. The Office for National Statistics (ONS) reported a 1.2% month-on-month increase in sales volumes, the strongest growth since January and more than double the 0.5% forecast by analysts.
Heatwave Spurs Sales of Seasonal Items
According to the ONS, feedback from retailers indicated that the hot weather in May helped boost sales of items such as fans and paddling pools. Shopify data revealed a staggering 750% surge in desk and pedestal fan sales compared to April. Other warm-weather products also saw significant increases: pool loungers were up 500%, outdoor umbrellas rose 70%, and sales of paddleboards, surfboards, and kayaks climbed.
Online and Department Stores Perform Strongly
Non-store retailing, primarily online retailers, enjoyed a bumper month with sales soaring 6.1% compared with April, the biggest monthly rise since February 2025. Department stores also reported a strong performance, with sales up 2.5% month on month and a quarterly increase of 2.7%, the largest since September 2024. Household goods stores saw a 3.2% monthly rise.
Tech and World Cup Boost Sales
Computers and telecoms retailers continued to benefit from new product launches, including smartphones and iPads. Additionally, the run-up to the World Cup provided a boost, with Shopify recording an almost doubling in month-on-month sales of football shirts and strong increases in purchases of boots, televisions, and disposable cups.
Supermarkets See Decline
Supermarkets were the only sector to experience a significant decline, with sales volumes falling 0.4% month on month in May.
Analysts Caution on Sustainability
Despite the positive figures, analysts warned that the growth might be temporary. Hai-Ly Nguyen, an associate partner at McKinsey & Company, described the data as a "heat-driven spike rather than a turning point." Rajeev Shaunak, head of consumer at MHA, noted that while the heatwave and World Cup buzz provided a boost, consumer confidence remains negative, and families are still worried about finances and the wider economy.
Overall, sales volumes rose 3.2% in the year to the end of May compared with the same period in 2025.
