UK shoppers turned to online retail in June as a record heatwave changed buying habits and reduced visits to physical stores. Retail sales remained steady overall, but extreme temperatures encouraged more consumers to shop from home, helping online non-food sales rise sharply.
The latest British Retail Consortium (BRC)-KPMG Retail Sales Monitor showed that total UK retail sales increased by 1.9% year on year in June, in line with the average growth rate over the past 12 months.
The biggest change was seen in non-food retail. Online non-food sales grew by 5.1% compared with June 2025, while non-food sales in physical stores declined by 1.1%. The proportion of non-food purchases made online reached 39%, up from 37.7% a year earlier.
The figures highlight how extreme weather is influencing consumer behaviour and accelerating the shift towards digital shopping channels.
Heatwave drives online demand
High temperatures encouraged many consumers to avoid shopping trips and buy products online instead. Items designed to help households cope with hot weather saw particularly strong demand.
Electric fans and paddling pools were among the products that performed well as people looked for ways to stay cool during the heatwave.
Helen Dickinson, chief executive of the British Retail Consortium, said the hot weather affected store-based retail but supported online shopping.
“While in-store sales were stifled by soaring temperatures, the proportion of sales online was the highest of 2026,” she said.
She added that discounts and promotions also helped attract online shoppers, while demand increased for products linked to warmer weather.
Stores face heat-related challenges
The shift towards online shopping came as fewer people visited physical stores. Retail footfall declined during the month as consumers avoided high streets and shopping centres during periods of extreme heat.
The impact was felt across retail operations. Higher temperatures created challenges for businesses managing stock availability, deliveries and working conditions.
“A heatwave doesn't just change how customers shop – it makes retail operations more challenging, from keeping shelves stocked to keeping products and people cool,” Dickinson said.
Some product categories benefited from the warmer weather, while others experienced weaker demand. Retailers selling cooling products saw increased interest, but some larger discretionary purchases were affected as consumers changed their priorities during the hot spell.
E-commerce gains importance
June’s results underline the growing importance of online retail as consumers expect flexible ways to shop. Digital channels allowed retailers to continue serving customers when extreme weather made store visits less attractive.
Linda Ellett, UK head of consumer, retail and leisure at KPMG, said demand for fans and air-conditioning units helped boost sales of home appliances. However, she noted that some retailers struggled to maintain availability of popular cooling products.
Food sales also recorded growth during June, rising by 2.8% year on year, although this was below the 12-month average. Overall non-food sales increased by 1.2%, supported by stronger online performance.
The latest figures show that weather conditions can have a direct impact on retail patterns. As climate events become more disruptive, retailers are increasingly relying on a balance of physical stores and online platforms to meet changing customer needs.
