Retail sales benefited from a surprise boost in June, as the ongoing UK hot spell, the World Cup and increased promotional activities pushed up sales volumes, says new figures from the ONS.

Total retail sales rose +1% in June, with in-store clothing and online key performers, while revenues for the period between Apr – Jun 2026 rose +0.6% compared to the previous quarter.

“Warm weather did a lot of the work for retailers in June,” said CI&T’s Global Director of Retail Strategy and Insights, Melissa Minkow. She added that seasonal holidays and World Cup watch parties also contributed to performance across verticals, including apparel, accessories and grocery.

After a period of bumpy demand, ONS figures showed that apparel and footwear sales climbed by +1.9% in June, the biggest monthly increase in fashion spending since Sep 2025.

Online sales rebound to 5-year high

Online share of spending also rebounded to a five-year high, rising to 29.4% in June, the highest level since April 2021 when covid restrictions were starting to lift.

“Internet retailers did especially well because of promotions and the warm weather, with strong demand for outdoor products, air conditioning and clothing,” said Hannah Finselbach, Senior Statistician at the ONS.

Harvir Dhillon, Lead Economist at the British Retail Consortium (BRC), agreed, adding that “retail sales in June had a strong month overall as widespread summer discounting was rolled out.”

Caution behind the headline numbers

While June delivered a welcome weather-fuelled sales boost, retailers still face fragile demand and tough trading conditions.

Retail Economics’ Nicholas Found said “much of the momentum came from heatwave demand, the World Cup and discounts unlocking spending in seasonal categories. That tells you this is still a market driven by timing, temperature and occasions rather than a clean recovery.”

“Beneath the headline growth, consumers remain selective… This leaves retailers facing a familiar but intensifying challenge. Demand is there, but it is fragmented, channel-shifting and increasingly won at a competitor’s expense,” he added.

The BRC’s Dhillon echoed this caution, commenting that “while retailers have been enjoying the boost to sales, there are challenges ahead, particularly as hostilities in the Middle East resume.”

Dhillon pointed to household budgets remaining under pressure, consumer confidence staying fragile and retailers continuing to face rising operating costs as key challenges in sustaining retail sales and demand in the longer-term.

“Whilst the sun was shining on retailers in June, there are some dark clouds in the distance that are likely to keep a lid on sentiment for the remainder of the year,” said Jonathan Moyes, Head of Investment Research at Wealth Club.