New research shows Brits are paying well above average for last-minute essentials when temperatures soar – and it’s costing them dearly.
Brits are forking out millions on last-minute essentials(Image: Joybuy)
Brits are facing a £163 million ‘summer tax’ as heatwaves, holidays and entertaining fuel a surge in last-minute purchases, leaving shoppers forking out premium prices for express delivery.
A survey of 2,000 adults found that 31% have shelled out an average of £9.82 to have essentials such as fans, sun cream and swimwear rushed to their door.
This adds up to millions spent across the country just to ensure their summer must-haves arrive before the good weather vanishes — and comes on top of an extra £25.16 splashed out on the unplanned warm-weather purchases themselves.
More than half (51%) spend more than they bargained for during the summer months, while 53% have noticed ‘heatwave hikes’, where prices for in-demand products shoot up as temperatures rise.
When the temperature climbs, 40% have shopped online or made a dash to the shops to stock up, only to find prices have already crept up — particularly for sun cream, cold drinks and fans.
The research was commissioned by Joybuy, the recently launched online retailer, to mark its Summer Black Friday — which aims to help shoppers save both time and money on seasonal essentials, with speedy delivery at no extra cost.
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.
“We believe shopping should be a source of joy, not frustration.”
The research also revealed how ‘forgotten essentials’ affect summer budgets, as more than half (51%) spend beyond expectations during the warmer months, particularly when leaving behind crucial items before a summer holiday or day out.
Sun cream, toiletries and sunglasses are amongst the most frequently forgotten items. Others confessed to leaving behind phone chargers, travel adapters and headphones.
Consequently, 56% ended up purchasing items while already on their travels, with 32% buying them at the airport, while 17% resorted to paying for express delivery at the eleventh hour – frequently adding to the total cost.
The warmer months are also placing strain on people’s finances more generally, with 23% saying they find it tougher to maintain a spending plan in summer.
With summer spending pressures growing, 41% of Britons wish there was a Black Friday equivalent in summer to help make larger purchases and seasonal essentials more budget-friendly.
This comes after nearly a quarter (24%) believe improved stock availability on seasonal essentials would help prevent last-minute summer spending. Meanwhile, 22% say being able to purchase everything in one location would make last-minute splurges simpler to control.
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.”
