How Europe’s heatwave reshaped ecommerce: the products shoppers rushed to buy during Joybuy’s first Summer Black Friday
European shoppers saved millions of Euros across summer-related categories, while more than 1,800 brands doubled sales during Joybuy’s 16-day shopping Bonanza
LONDON, UK, 08 July 2026: Joybuy, the new ecommerce platform, has revealed that following its first ever Summer Black Friday (15–30 June), European shoppers saved millions across its summer-related categories, while more than 1,800 brands doubled their sales, compared with the same period the previous month.
Joybuy sales data shows retailers have an opportunity to meet demand beyond traditional peak trading periods, as consumers increasingly seek value around seasonal moments. It also reflects growing demand for greater competition in ecommerce, with previous Joybuy research finding that 65% of UK consumers believe more competition between online retailers leads to better value for money.
Following the conclusion of Joybuy’s new shopping event, data also showed the strongest growth came from products linked to warmer weather. Between 19 and 25 June, as Europe experienced one of its hottest periods on record, the heatwave helped boost sales of air conditioners on Joybuy by nearly 4,000% compared with the first week of June. Sales of the best-selling Midea PortaSplit portable air conditioner rose by more than 4,200%, while pedestal fans and neck fans increased by over 8,000% and 12,000%, respectively. Demand also surged across seasonal categories including ice cream makers, ice makers, soda makers, sunscreen, sun visors and pool accessories.
The heatwave also influenced broader category performance. ‘Home appliances’ was the fastest-growing category during Summer Black Friday, followed by consumer electronics and home living. Daily sales peaked on 22 and 23 June, coinciding with the arrival of the heatwave across Joybuy’s key European markets.
The trends build on earlier research from Joybuy, which found 53% of UK shoppers had noticed the price of seasonal products such as fans, paddling pools and BBQ essentials increase during periods of hot weather. As summer spending pressures continue to grow, the latest Summer Black Friday data suggests consumers are actively seeking better value for money when demand for seasonal products is at its highest.
New Joybuy data also highlighted notable differences in shopping behaviour across Europe. UK shoppers recorded the highest average number of items per order, suggesting a greater tendency towards bulk buying, while French consumers recorded the highest average basket value. The Netherlands saw the highest digital voucher usage rate, indicating strong engagement with promotional offers, while Germany led demand for bulky appliance delivery and installation services.
Consumer purchasing habits also shifted throughout the week. Home appliances were more commonly purchased at weekends, suggesting shoppers used downtime to make larger planned purchases, while food and drink products proved more popular on weekdays, reflecting regular seasonal top-up shopping.
The top-selling brands included Midea, Apple, TCL, Samsung and De’Longhi. In consumer technology, Apple AirPods, the iPhone 17 Pro Max, Nintendo Switch, Sony PS5 Console and the Anycubic 3D Printer ranked among the five best-selling products. Across Europe, the busiest online shopping period was between 8pm and 11pm. And despite significant increases in demand across seasonal categories, Joybuy maintained a 99% fulfilment success rate for its Double 11, same day delivery service throughout the campaign.
Bulky appliance delivery and installation orders increased by 396%, driven by strong demand for large household appliances, particularly air conditioners, as consumers upgraded their homes during the summer season. By offering a complete one-stop service – including delivery, installation, disconnection and the recycling of old appliances in a single visit – Joybuy takes the hassle out of purchasing large appliances, eliminating the need for multiple appointments and making it easier for customers to upgrade their homes.
A spokesperson for Joybuy said: “Summer Black Friday showed that consumers are looking for both value and convenience when seasonal demand rises. Our research found that 41% of UK shoppers think there should be a summer sales event, and these results demonstrate there’s a clear appetite for seasonal shopping events that help consumers save when spending typically increases.
“The recent heatwave highlighted just how quickly shopping behaviour can change. As temperatures rose across Europe, demand shifted almost overnight towards cooling products, outdoor living and summer essentials. For retailers, it reinforces that success is no longer just about running promotions; it’s about anticipating seasonal demand, maintaining availability and delivering genuine value at the moments consumers need it most.”
Joybuy also engaged consumers through its Joybuy × Strava 11.11km Challenge during Summer Black Friday, which attracted more than 170,000 athletes across the UK, France, Germany and the Netherlands. The UK led participation with more than 60,000 entries and 46,000 completing the challenge, while the Netherlands achieved the highest completion rate at 81%. Participants could collectively unlock more than €1.7 million in total rewards.
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Notes to Editors:
All data relates to Joybuy’s Summer Black Friday campaign across Europe, from 15 June to 30 June, compared with the same period in the previous month, 15 May to 30 May, unless otherwise stated.
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.
About JD.com
JD.com (NASDAQ: JD and HKEX: 9618), also known as JINGDONG, is a leading supply chain-based technology and service provider. The company’s cutting-edge retail infrastructure seeks to enable consumers to buy whatever they want, whenever and wherever they want it. The company has opened its technology and infrastructure to partners, brands and other sectors, as part of its Retail as a Service offering to help drive productivity and innovation across a range of industries. JD.com’s business has expanded across retail, technology, logistics, health, industrials, property development and international business.
JD.com is ranked 44th on the Fortune Global 500 list and is China’s largest retailer by revenue. The company has been listed on NASDAQ since 2014, and on the Hong Kong Stock Exchange since 2020. Committed to the principles of customer first, innovation, dedication, ownership, gratitude, and integrity, the company’s mission is to make lives better through technology, striving to be the most trusted company in the world.
*The consumer research was commissioned by Joybuy and conducted by independent market research agency OnePoll. The survey polled a nationally representative sample of 2,000 UK adults in May 2026. OnePoll is a corporate member of the Market Research Society (MRS) and strictly adheres to the MRS Code of Conduct.
