Paddleboard sales surged after a record hot May, as shoppers splashed out on fans and paddling pools during a heatwave that drove retail sales in Great Britain to their strongest monthly growth since January.
Retail Sales Bounce Back
The Office for National Statistics (ONS) reported that the volume of retail sales grew by 1.2% in May compared with April, more than double the 0.5% forecast by analysts. This marks a recovery from a revised 1% month-on-month decline in April, which was originally reported as a 1.3% fall—the biggest since May last year. The ONS also revised March's sales growth upward from 0.6% to 0.7%.
Jon Gough, a senior statistician at the ONS, noted: "Feedback from retailers suggested the hot weather in May helped sales of items such as fans and paddling pools. Computer and telecoms stores continued to do well following product launches in March, while online retailers also performed strongly, with feedback suggesting that this was helped by promotions."
Online and Department Stores Shine
Non-store retailing, primarily online retailers, enjoyed a bumper month with sales soaring 6.1% compared with April—the biggest monthly rise since February 2025. Department stores also performed well, with sales up 2.5% month on month and a quarterly increase of 2.7%, the largest since September 2024. Household goods stores reported a 3.2% month-on-month sales increase.
Retailers attributed the boost to a combination of record-breaking May temperatures and promotions, which drove sales of outdoor furniture and other warm-weather products. According to Shopify's merchant data, sales of desk and pedestal fans soared by 750% in May compared with April. Other hot-weather items saw significant rises: pool loungers up 500%, outdoor umbrellas up 70%, and paddleboards, surfboards, and kayaks also experienced strong demand.
Computers and telecoms retailers continued to benefit from new product launches, including smartphones and iPads.
Supermarkets Struggle
Supermarkets were the only sector to see a significant decline, with sales volumes falling 0.4% month on month in May. Overall, sales volumes rose 3.2% in the year to the end of May compared with the same period in 2025.
Hai-Ly Nguyen, an associate partner at McKinsey & Company, cautioned that when viewed over a three-month period, the data suggested a "heat-driven spike rather than a turning point."
World Cup Boost
The end of May also saw a pre-World Cup boost, with Shopify reporting an almost doubling in month-on-month sales of football shirts and strong increases in purchases of boots, televisions, and disposable cups.
Rajeev Shaunak, head of consumer at accountancy firm MHA, commented: "Retail sales bounced back unexpectedly well in May as the spring heatwave, early bank holiday, and a pre-World Cup buzz gave the high street a badly needed boost after April's disappointing slump. But no one should mistake a sunnier month for a real high street revival. Consumer confidence remains stuck deep in negative territory. Families are still worried about their finances and the wider economy, and many are putting off big purchases, cutting back on treats, and trying to save what they can."
