Blog: Bank Holiday clouds could bring a silver lining for etail

In stark contrast to fashion retailers on the high street that are heralding sizzling sales, the heatwave has poured cold ice on online sales.

Sales were up 9% year-on-year in July, which at first glance seems none to shabby, however, this is the weakest growth since January 2010. This is also down 2% on June’s figures, according to IMRG.

Clothes were being sold by the bucket (and spade) full as shoppers who thought that the summer was never going to come finally updated their wardrobes with sandals, skirts and swimsuits. However, with the sun shining, shoppers took the opportunity to grab some rays as they shopped.

It’s interesting that only desktop sales were impacted, mobile revenue rose 129%, lower than recent months, but not significantly so. Perhaps, some were shopping while they sunbathed or while they were waiting for their burger to heat through.

Analysts insist this is just a weather-related blip and assure that online growth will continue to rocket in the run-up to Christmas.

However, with the Bank Holiday just hours away and people up and down the country praying for sun, grey clouds may be just the silver lining etailers need.