With heatwaves becoming a more regular feature of the British summer, businesses can no longer rely on traditional seasonal trends to predict customer behaviour. From changing shopping habits to shifting demand across industries, rising temperatures in Britain are actively reshaping how consumers spend their money on previous years.
Joe Squire, marketing director at Epos Now, has shared five ways extreme heat in the UK is affecting the way British consumers shop, and how businesses can best prepare their strategies to combat changes.
1. Shoppers move online when temperatures become too extreme
Sunny weather can encourage consumers onto the high street, but we’re seeing prolonged periods of extreme heat often have the opposite effect. Rather than spending time browsing in-store, many shoppers choose the convenience of online shopping to avoid travelling in high temperatures. Retailers should be prepared to support both in-store and online demand, ensuring stock levels and fulfilment strategies can adapt as the weather changes.
2. Consumers become less likely to stick to plans
Heatwaves influence how willing people are to commit to social plans, too hot and people may want to stay in a much cooler environment. Hospitality businesses can see bookings decline during very hot weather, while no-shows become more common as consumers decide to stay at home or make last-minute decisions instead. Factors like booking reminders, deposits, and flexible rebooking policies can help businesses reduce the financial impact.
3. Demand shifts towards products that help people stay cool
As temperatures rise, consumers naturally prioritise products that make the hot weather more comfortable. Lightweight clothing, sandals, hydration products and cooling accessories all become more attractive purchases. Even categories that may not immediately come to mind, such as pet cooling products, can experience increased demand as owners look for ways to keep their animals comfortable during periods of extreme heat.
4. Comfort becomes a competitive advantage
When the UK faces periods of extreme heat, consumers are looking for places that feel comfortable and offer them the opportunity to escape the heat. Cafés, pubs, shops and restaurants that offer air conditioning, shaded outdoor seating or simply a cool environment have an opportunity to position themselves as a welcome escape from the heat. Making these features visible across social media, websites and storefronts can encourage footfall when many consumers would otherwise stay at home.
5. Summer planning should be based on weather, not just the calendar
Businesses have traditionally planned around the seasons, but increasingly unpredictable weather means that approach is becoming less reliable. Tracking sales performance during periods of extreme heat can help businesses understand how temperature affects customer behaviour, allowing them to make better decisions around staffing, stock levels, promotions and forecasting in future summers.
As UK summers continue to bring more frequent periods of extreme heat, businesses that understand how weather influences consumer behaviour will be better placed to respond to changing demand and maintain sales throughout the season.
