Spring heatwave delivers boost for Debenhams Group

• Debenhams Group reported a 500 percent uplift in sales and a 1,000 percent uplift in searches for some summer products in May
• Summer spending arrives weeks before schedule as shoppers splash the cash on sunglasses, hats, SPF, dresses and garden furniture

The spring heatwave has delivered a much-needed boost for UK retail, with Debenhams Group, home to Debenhams, Karen Millen, boohoo, MAN, and PrettyLittleThing, reporting a 500 percent uplift in the sales and a 1,000 percent uplift in searches for some summer products in May versus the same month last year.

New data, which looked at the demand for summer-related products between 1st April and 26th May 2025, reveals a dramatic shift in consumer behaviour as shoppers raced to refresh wardrobes, skincare routines and outdoor spaces, signalling the arrival of summer spending – weeks ahead of schedule.

Brits invest in sun-savvy and stylish products to beat the heat 

Accessories saw notable growth this spring, with sunglasses emerging as a key category. At Debenhams, sunglass sales rose 180 percent year-on-year (YoY) in April, with classic styles like Ray-Ban Aviators experiencing a 500 percent YoY increase and Cat Eye sunglasses lifting 46 percent month-on-month (MoM) at PrettyLittleThing – reflecting a broader consumer focus on stylish yet functional eye protection.

Hat sales also saw an uplift, with Karen Millen reporting a 17 percent YoY rise in fascinator sales in May, ahead of seasonal events such as Epsom and Ascot. Meanwhile, Accessorize, available through Debenhams, recorded a 68 percent MoM increase in May sales, driven in part by the popularity of casual styles like baseball caps.

Meanwhile, skincare essentials surged as shoppers embraced sun protection. Ultrasun saw 226 percent MoM growth in May, while Lancaster recorded a 14 percent rise in April – clear signs that recent sunshine and sun-safe messaging are resonating and driving consumers to prioritise SPF.

Fashion heats up with hot weather and higher hemlines

The thermometer wasn’t the only thing rising; so were hemlines. Summer dresses surged 96 percent YoY at Karen Millen in May and linen dresses up 30 percent MoM at PrettyLittleThing, while playsuits rose 14 percent at Debenhams and 20 percent at PrettyLittleThing, reflecting demand for light, seasonal styles.

Shorts were another standout, up 80 percent YoY at Debenhams in April, as relaxed summer dressing gained traction. Swimwear saw early momentum too, with ‘bikini’ searches at Karen Millen up 1,065 percent in May – suggesting holiday wardrobes are being planned earlier than usual.

Festival season also influenced shopping behaviour. Searches for ‘festival’ rose 40 percent YoY at boohoo in May, while interest in the “Old Money” trend at boohooMAN – featuring heritage prints, boxy silhouettes, and striped shirts – led to a six percent uptick in impressions.

Early surge in outdoor living signals shift in seasonal spending

It’s not just fashion feeling the effects of warmer weather – home and garden categories are also seeing a strong early-season uplift. At Debenhams, garden product sales rose 90% year-on-year in April, with premium patio brand Rattantree recording a 67 percent month-on-month increase.

This early demand suggests UK consumers are prioritising outdoor living sooner in the season, investing in elevated and Instagram-worthy garden experiences ahead of traditional summer peaks. High-performing items include rattan furniture sets, parasols, and water features – pointing to a growing appetite for functional yet design-led outdoor spaces.

Dan Finley, CEO at Debenhams Group, said: “This spring’s early heatwave has clearly shifted consumer behaviour, pulling forward typical summer purchasing patterns. Shoppers aren’t just browsing, they’re buying – and it’s happening weeks ahead of the usual curve. From skincare to garden living, it’s a reminder of how quickly shoppers respond to seasonal signals.”