Heatwaves, holidays and last-minute hospitality hit Brits with hidden ‘Summer Tax’, Joybuy commissioned research reveals

London, UK, 15 June 2026: UK shoppers are set to spend more than £163m extra this summer due to a hidden “Summer Tax” – as three in ten (31%) admit to forking out for urgent delivery options sparked by heatwaves, holidays and hospitality.

Brits are paying an average of £25.16 on unplanned seasonal purchases each summer, where the average spend on urgent delivery fees is now hitting £9.82 during the warmer months, described as a growing ‘summer tax’. To help consumers combat these rising season-specific costs, Joybuy, which recently launched in the UK, looks to challenge established online retailers by helping consumers access better value on everyday essentials, tech, home and seasonal purchases, particularly when the mercury is rising.

The study of 2,000 British adults, by Joybuy, reveals more than half (53 per cent) have experienced ‘heatwave hikes’, noticing the price of products such as fans, paddling pools and BBQ essentials increase significantly during periods of hot weather. It’s why 51% per cent feel they end up spending more during the summer months.

When temperatures rise, many consumers also find themselves making last-minute purchases, despite the higher prices. The study also states that 4 in 10 Brits go online or rush out to the high street to stock up when temperatures soar. Sun cream (49%), cold drinks (45%) and fans (40%) are among the products that most commonly rise in price during warmer weather.

Meanwhile, 31 per cent said they have felt forced into paying extra delivery charges just to ensure a summer essential arrives on time, with many blaming last-minute plans and unreliable delivery windows for the added cost.

The rise of ‘delivery spoilers’ and forgotten essentials

The research found that summer shopping is frequently disrupted by delivery mishaps, with 1 in 2 Brits (50%) experiencing at least one ‘delivery spoiler’ when ordering items for summer plans. Common frustrations include feeling stressed waiting for an item to arrive (18%) and having purchases turn up too late for holidays (13%).

The survey also uncovered the impact of ‘forgotten essentials’ on summer budgets, with 46 per cent of adults admitting they have forgotten to buy, or pack an essential item ahead of a summer holiday or day trip.

Sun cream (30%) toiletries (29%) and sunglasses (28%) are among the most commonly forgotten items, followed by phone chargers (26%) travel adapters (22%) and headphones (14%).

The consequences can be pricey. More than half (56%) have purchased forgotten items while already travelling, with nearly a third (32%) buying replacements at airports. Meanwhile 17 per cent resorted to paying for fast delivery last minute.

A spokesperson for Joybuy, which commissioned the research, 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.

“At Joybuy, we believe shopping should be a source of joy, not frustration. Our Summer Black Friday is designed to help shoppers get what they need, when they need it, with great value on seasonal essentials, trusted brands and everyday products, alongside fast same-day and next-day delivery in eligible areas and no extra charges for speed.”

Summer stressors drive impulsive spending for Brits

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, one in five (21%) now believe summer is the most expensive time of year for unplanned spending, while 20 per cent admit they become less money-savvy during the season due to holidays, festivals and spur-of-the-moment social plans.

Other summer bugbears include sweaty commutes (18%), trying to sleep during the hot weather (45%) and sudden summer showers dampening the vibes (23%) – adding to the feeling that summer often brings unexpected stress as well as extra expense.

Financial coach, Clare Seal commented: “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.”

Brits calling for a “Summer Black Friday”

With summer spending pressures mounting, two in five (41%) Brits said they wish there was a “Black Friday” in summer to help make bigger purchases and seasonal essentials more affordable.

Almost a quarter (24%) 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.

The findings come as Joybuy, the new online shopping destination, launches Summer Black Friday, aimed at helping shoppers save time and money with a fast, reliable delivery and better value on everything from household essentials and tech to travel and outdoor products during the peak summer spending season.

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Notes to Editors:

About Joybuy

Joybuy is JD.com’s new online retail business in Europe, offering high-quality brands, at great prices, delivered from its own warehouses to the customer’s doorstep, through a speedy and reliable network. Joybuy is a brand-led platform, with products from leading international, European and local brands, available across technology, appliances, beauty, home, grocery and everyday essentials. Its unique “Double 11” delivery service means if shoppers order by 11am, orders will arrive before 11pm the same day, order before 11pm and they arrive the next day, subject to eligibility. Joybuy places the customer at the heart of everything it does and offers 24/7 customer service.

The Joybuy slogan “Don’t just buy, Joybuy”, perfectly captures the mission to fulfil customers’ needs and provide a service that is easy and convenient, but also enjoyable and fun. Officially launched in Europe in March 2026, Joybuy gives customers a more joyful shopping experience in the UK, Germany, the Netherlands, France, Belgium and Luxembourg.