According to data from Wunderkind and Sensormatic Solutions, UK consumers chose to abstain from both physical stores and online shopping during the recent heatwave. The scorching temperatures caused a significant decline in web revenues, with a staggering 47.8% decrease week-on-week on Monday 18 July and a 30.7% decline over the two-day heatwave. This unexpected drop in online purchasing can be attributed to individuals opting to stay indoors due to the extreme heat and warnings from authorities about the perils of venturing outside. Furthermore, there was a slight decline of 1.12% in web visits to UK retailers’ websites on Monday, although it remained steady on Tuesday compared to the previous week. It is important to note that online shopping had been strong prior to the heatwave. However, as temperatures cooled down on Wednesday 20 July, web revenues experienced a remarkable 51.21% increase in comparison to the previous Wednesday.
Not only did the heatwave affect online shopping, but it also had an impact on footfall in physical retail locations. Over the two-day period, there was a 14% drop in footfall on high streets and an 11% decrease across all retail destinations in the UK. London, which had been recovering from the aftermath of the pandemic, witnessed a 9.2% decrease in footfall during the heatwave. Nevertheless, it is worth noting that tourism and holidaymakers might have contributed to some footfall in the capital. Conversely, Nottingham saw the largest decline in shopper traffic, with a remarkable 24% decrease, likely attributable to the sweltering temperatures reaching 39°.
The combination of high temperatures and authorities’ warnings clearly discouraged UK consumers from shopping, both in physical stores and online. The reluctance to venture outside and the decrease in purchasing activity underscore the impact of the heatwave on consumer behavior. As the temperatures began to cool down, web revenues started to recover, indicating a potential return to normal shopping patterns. However, it remains to be seen how future weather events and external factors will continue to shape consumer shopping habits in the UK.
Useful links:
– Met Office Heatwave Advice
– BBC News: UK Heatwave
