Retailers in the UK are facing challenges due to unpredictable weather patterns affecting sales seasons.
- Primark reports a decline in UK sales due to poor weather impacting seasonal lines.
- John Lewis experiences a rise in transitional clothing sales like cardigans and knitwear.
- Retailers are adapting by introducing transitional collections and delaying seasonal product launches.
- Traditional seasonal patterns are disrupted, requiring retailers to adopt flexible strategies.
The unpredictable weather patterns in the UK have significantly impacted retail sales, particularly during the summer and autumn seasons. Primark, one of the leading high street retailers, announced a decrease in its UK sales by approximately 0.5%, with like-for-like sales dipping by 2% in its half-year report ending September 14. This decline is attributed to adverse weather affecting footfall and subsequently impacting sales of seasonal womenswear and footwear lines.
John Lewis has noted a shift in consumer preferences towards transitional clothing such as cardigans and knitwear, with these items experiencing a sales increase of 20% in womenswear compared to the previous year. Similarly, the menswear section saw an uptick in sales of swim shorts by 15% and coats by 16%. Claire Miles, head of buying for own brand fashion at John Lewis, highlighted that customers are coming prepared for both rain and sunshine this year.
Retailers are adjusting by delaying the introduction of seasonal products and releasing more transitional collections. The traditional sales cycles are being questioned as unseasonal weather becomes more common. For instance, Superdry is altering its approach by dropping new styles regularly throughout the season to maintain consumer interest, while Mountain Warehouse adjusts its promotional strategies almost weekly based on the weather forecast.
The cooler start to summer has also affected sports retailers like JD Sports, which reported selling seasonal items at discounted prices due to low demand in adverse weather conditions. H&M similarly experienced a 6% drop in sales attributed to unstable weather in June. In the homewares sector, retailers like Dunelm, The Range, and Wilko reported softer sales of outdoor furniture as prolonged cooler weather prevailed.
Amidst these challenges, some retailers have chosen to hold back on the seasonal shift; for example, Iceland delayed its usual mid-September seasonal product rollout by two weeks, recognising the trend of wetter summers and warmer Septembers. The need for flexibility and resilience in inventory and sales strategies has never been more critical, with many businesses building buffers to navigate these erratic conditions.
The unpredictability of UK weather is reshaping traditional retail sales patterns, necessitating greater flexibility and strategic adaptation by retailers.
