The World Cup, combined with the record-breaking heatwave, prompted shoppers to switch up their shopping trips in June, with people favouring frequent “top-up” shops over the big family basket.
Retail sales were up 1.9% during the five weeks between 31 May and 4 July, according to the BRC-KPMG retail sales monitor. Food sales grew 2.8% during the same period, against growth 4.8% the year before, with some of the slowdown due to the unexpected but welcome fall in the food inflation rate.
Hot temperatures caused many to cut down their trips to the shop, instead favouring doing their shopping online, where penetration grew to 39%, up from 37.9% the previous year.
“June’s record-breaking heat, food price inflation easing slightly and the start of the World Cup gave retailers a welcome boost, encouraging more frequent top-up shops,” said IGD CEO Sarah Bradbury.
Demand for electric fans and paddling pools in particular boosted non-food sales, which grew by 5.1%, as shoppers sought to stay cool. It was almost double the 2.3% from the same period last year.
“Retail sales maintained momentum despite June’s heatwave,” said Helen Dickinson, British Retail Consortium CEO.
“While in-store sales were stifled by soaring temperatures, the proportion of sales online was the highest of 2026, bolstered by well-timed promotions. Electric fans and paddling pools performed well, as people looked to cool off, while the lure of the sunshine meant that gaming and big-ticket sales struggled.”
World Cup set to boost sales further
Retailers anticipate a further boost from England’s continued participation in the World Cup ahead of the semi-final on 15 July. Asda’s online sales were boosted by 30% as a result of half-time and hydration breaks, the supermarket said.
“With both the warm weather and football tournament continuing this month, consumer confidence could receive a further uplift,” IGD’s Bradbury said. ”However, looking further ahead, ongoing political uncertainty and the impact of the Middle East conflict starting to filter through to food prices may weigh on confidence once again,” she warned.
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