Sizzling Summer Trends

Despite unpredictable weather and continued economic uncertainty throughout spring, a ‘hotter-than-usual’ summer could give retailers a much-needed boost, particularly able to capitalise on the trend for outdoor living.

The combination of good weather and squeezed finances could come together fortuitously for the DIY and garden sector, as many consumers will opt to stay home to save money, enjoying dining and entertainment al-fresco. Creating the perfect outdoor environment will trigger new makeover projects, driving sales for everything from kitchen appliances to outdoor TVs and tech.

With events like Wimbledon, the British & Irish Lions rugby and the UEFA Women’s EURO Championships on the horizon, outdoor TVs could be the next must-have garden tech with new brands entering the market to offer consumers’ a welcome respite from unwelcome glare and sunlight.

The rise of ‘fakeaways’, where consumers opt for high-quality ready meals over traditional takeaways and dining out, is triggering supermarkets to upscale their selections. Consumers’ cost-cutting measures are also establishing a market for outdoor kitchen appliances like pizza ovens, offering a change from traditional barbeques.

Lured in by positive experiences with robot vacuums, consumers are now embracing robot mowers that offer the opportunity to kick back and enjoy their upgraded outdoor garden spaces. The appetite for AI enabled products that can do the heavy lifting so consumers don’t have to will boost summer sales for the retailers that offer them.

Meanwhile, fashion retailers may have a disappointing summer. The demand for seasonless fashion from budget and sustainability-conscious consumers means many are now seeking timeless products that can be worn year-round. An exceptionally hot spell could be a saving grace, triggering demand for lightweight summer clothes and beachwear - but retailers need to be prepared as demand will wane as soon as the sun disappears.

Rupert Cook, Marketing Director at Gekko

To read the published comment by Rupert Cook, Gekko Group CEO, please visit A1 Retail

Photo by Raphaël Biscaldi on Unsplash