UK online retail sales strengthened in June as unusually high temperatures encouraged shoppers to buy non-food products through digital channels rather than visiting physical stores. The latest figures indicate a growing divide between online and in-store demand, prompting fashion retailers and sourcing teams to rethink inventory allocation during seasonal peaks.
According to the British Retail Consortium (BRC), total UK retail sales increased 1.9% year on year during the five-week period from 31 May to 4 July 2026. While this matched the 12-month average growth rate, it was below the 3.1% increase recorded in June last year.
Non-food retail sales rose 1.2% compared with the same period a year earlier. However, performance differed sharply across sales channels. Physical store sales for non-food products declined 1.1%, whereas UK online retail sales expanded 5.1%, highlighting consumers’ growing preference for ecommerce during the summer heat.
The BRC also reported that the proportion of non-food purchases made online reached 39% in June, up from 37.7% a year earlier and above the rolling 12-month average of 37.9%, marking the highest online penetration recorded so far in 2026.
Helen Dickinson, chief executive at the BRC said, “Retail sales maintained momentum despite June’s heatwave. While in-store sales were stifled by soaring temperatures, the proportion of sales online was the highest of 2026, bolstered by well-timed promotions.”
Fashion remained one of the stronger-performing retail categories during the month, with increased demand reported for both adult and children’s clothing. Seasonal weather conditions also lifted sales in selected home-related product categories.
Commenting on the retail outlook, Linda Ellett, UK head of consumer, retail and leisure at KPMG said, “Record-breaking temperatures continued from May into June, with retail sales again rising. As summer holiday season gets set to fully begin, retailers will be looking to build on the increase in clothing sales for both adults and children that was seen during June.”
The latest figures suggest retailers will need to strike a careful balance between replenishing physical stores and strengthening ecommerce fulfilment capabilities. As weather patterns and promotional campaigns increasingly influence shopping behaviour, businesses that adapt quickly to changing consumer preferences are likely to be better positioned for the remainder of the summer trading season.
