Brits are hit by a £163m ‘summer tax’ as heatwaves, holidays and hosting fuel a rush of last-minute buys leaving shoppers paying over the odds for speedy delivery.
Research of 2,000 adults found 31 per cent have forked out an average £9.82 to get essentials like fans (26 per cent), sun cream (26 per cent) and swimwear (24 per cent) sent out to them in a hurry.
This amounts to millions spent across the UK to ensure their summer items arrive before the end of a sunny spell.
What’s more, this is on top of an extra £25.16 splashed on the unplanned warm weather buys themselves.
Over half (51 per cent) spend more than expected during the summer months, while 53 per cent have noticed ‘heatwave hikes’, where prices for in-demand products rise when the mercury rises.
When the weather hots up, 40 per cent have gone online or rushed out to stock up during the hot weather, only to find prices climbing too, particularly sun cream (49 per cent), cold drinks (45 per cent) and fans (40 per cent).
The research was commissioned by Joybuy, the recently launched online retailer, to mark its Summer Black Friday – which aims to help shoppers save time and money on seasonal essentials, with fast delivery that doesn’t cost extra.
A spokesperson for the brand said: “Summer should be about making memories, not stressing about forgotten essentials, delivery delays or scrambling to find what you need at the last minute.
“Yet, our research shows that for many Brits, the season comes with a surprising amount of shopping pressure, from heatwaves and holidays to spontaneous plans with family and friends.
“We believe shopping should be a source of joy, not frustration."
The research also uncovered the impact of ‘forgotten essentials’ on summer budgets – 46 per cent admitting they have forgotten to buy or pack an essential item ahead of a summer holiday or day trip.
Suncream (30 per cent), toiletries (29 per cent), and sunglasses (28 per cent) are among the most commonly forgotten items.
Others admitted to leaving behind phone chargers (26 per cent), travel adapters (22 per cent) and headphones (14 per cent).
The consequences of this can be costly, as 56 per cent ended up buying items while already travelling, with 32 per cent picking them up at the airport.
However, 24 per cent decided to go without, while 17 per cent resorted to paying for fast delivery at the last minute – often adding to the overall cost.
The warmer months are also putting pressure on people’s budgets more broadly, with 23 per cent saying they find it harder to stick to a spending plan in summer.
As a result, 21 per cent now believe summer is the most expensive time of year for unplanned spending, with 20 per cent conceding they become less money-savvy during the season.
It also emerged from the research carried out by OnePoll that other summer bugbears include sweaty commutes (18 per cent) and trying to sleep during the hot weather (45 per cent).
Whereas sudden summer showers kill the mood for 23 per cent.
With summer spending pressures mounting, 41 per cent of Brits wish there was a Black Friday in summer to help make bigger purchases and seasonal essentials more affordable.
This comes after almost a quarter (24 per cent) believe better stock availability on seasonal essentials would help avoid last-minute summer spending.
While 22 per cent say being able to buy everything in one place would make last-minute splurges easier to manage.
Financial coach Clare Seal added: "Summer is often when even the most carefully planned budgets come under pressure.
“Holidays, heatwaves and last-minute social plans can all trigger unexpected spending, and because many of these purchases are urgent, consumers often end up paying a premium through higher prices or costly delivery fees.
“Whether it's buying a fan during a heatwave or replacing a forgotten holiday essential, these hidden costs can quickly add up.
"The good news is that there are ways to claw back this ‘Summer Tax’.
“Planning ahead where possible, comparing prices and choosing the right retailers, such as Joybuy, which offers good value and free delivery on items even if you want something that very same day - that can make a real difference.
“When the average premium delivery fee is approaching £10, those savings can quickly add up over the course of the summer."
