The unusually wet summer weather in July had a negative impact on retail sales in the UK, with volumes falling sharply by 1.2% compared to June, according to official figures. Economists had predicted a smaller decline of just 0.5%, but the sixth wettest July on record took a toll on consumer spending.

Grey days leave fashion retailers struggling

The continuous rainy weather made it difficult for fashion retailers to sell summer outfits, leading to a decline in sales. On the other hand, homeware chains had to resort to discounting garden furniture to attract customers.

Discounting leads to drop in retail sales value

The rise of discounting in response to the poor weather resulted in a 1% decrease in the value of retail sales in July.

Online sales rise due to rain

Despite the challenging conditions for brick-and-mortar stores, online sales experienced a boost as more people turned to shopping from their smartphones. Online purchases accounted for 27.4% of total sales in July, marking a significant increase compared to previous months.

Retailers react by discounting summer stock

Commenting on the situation, Sachin Jangam of Infosys Consulting said, "In the short term, we'll see retailers ramp up the promotion of goods to get rid of summer stock and make quick sales." Danni Hewson of analysts AJ Bell added, "Slowing sales would normally be a sign of consumer stress but this feels more like a weather blip."

Sole Bliss experiences sales boost with support from British dames

British shoe brand Sole Bliss has seen its sales increase by 60% in the past year, reaching £8 million. The brand has benefitted from the endorsement of several notable British dames, including Dame Joanna Lumley, Dame Lesley Lawson (Twiggy), Dame Judi Dench, Dame Mary Berry, and Dame Helen Mirren, who was recently spotted wearing a pair on the Cannes red carpet.

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