Britons face a £163 million 'summer tax' as heatwaves, holidays and entertaining drive a surge of last-minute buys, leaving customers paying premium prices for express delivery.
A study of 2,000 adults revealed 31% have paid out an average £9.82 to have essentials such as fans, sun cream and swimwear dispatched to them urgently.
This equates to millions spent nationwide to guarantee their summer essentials arrive before good weather disappears. And comes on top of an additional £25.16 spent on the unplanned warm weather purchases themselves.
More than half (51%) spend more than anticipated during the summer months, while 53% have observed 'heatwave hikes', where prices for sought-after products increase when temperatures soar.
When conditions turn hot, 40% have shopped online or dashed out to stock up during warm spells, only to discover prices rising too, especially 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 time and money on seasonal essentials, with fast delivery that doesn't cost extra.
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 uncovered the impact of 'forgotten essentials' on summer budgets as more than half (51%) spend more than anticipated during the summer months, especially when forgetting essential items ahead of a summer holiday or day trip.
Sun cream, toiletries, and sunglasses are among the most commonly forgotten items. Others admitted to leaving behind phone chargers, travel adapters and headphones.
As a result, 56% ended up buying items while already travelling, with 32% picking them up at the airport, while 17% resorted to paying for fast delivery at the last minute – often adding to the overall cost.
The warmer months are also putting pressure on people's budgets more broadly, with 23% saying they find it harder to stick to a spending plan in summer.
With summer spending pressures mounting, 41% of Britons wish there was a Black Friday in summer to help make bigger purchases and seasonal essentials more affordable.
This follows nearly a quarter (24%) believing better stock availability on seasonal essentials would help avoid last-minute summer spending. While 22% say being able to buy everything in one place would make last-minute splurges easier to manage.
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."
