Spring heatwave sparks 500% retail sales surge at Debenhams Group
The group confirmed summer dresses surged 96% YoY at Karen Millen in May and linen dresses up 30% MoM at PrettyLittleThing, while playsuits rose 14% at Debenhams and 20% at PrettyLittleThing
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The Debenhams Group, which includes Debenhams, Karen Millen, Boohoo, Man, and PrettyLittleThing, has reported a 500% surge in sales and a 1,000% increase in searches for certain summer products this May, compared with the same month last year, driven by the spring heatwave.
New data, which looked at the demand for summer-related products between 1 April and 26 May 2025, revealed a “dramatic shift” in consumer behaviour, signalling the arrival of summer spending – weeks ahead of schedule.
The group revealed accessories saw notable growth, with sunglasses emerging as a key category. At Debenhams, sunglass sales rose 180% year-on-year (YoY) in April, with Ray-Ban Aviators experiencing a 500% YoY increase and Cat Eye sunglasses lifting 46% month-on-month (MoM) at PrettyLittleThing.
Hat sales also saw an uplift, with Karen Millen reporting a 17% YoY rise in fascinator sales in May, ahead of seasonal events such as Epsom and Ascot. Meanwhile, Accessorize, recorded a 68% MoM increase in May sales, driven in part by the popularity of casual styles like baseball caps.
Meanwhile, skincare essentials surged as shoppers embraced sun protection. Ultrasun saw 226% MoM growth in May, while Lancaster recorded a 14% rise in April – clear signs that recent sunshine and sun-safe messaging are resonating and driving consumers to prioritise SPF.
The group also confirmed summer dresses surged 96% YoY at Karen Millen in May and linen dresses up 30% MoM at PrettyLittleThing, while playsuits rose 14% at Debenhams and 20% at PrettyLittleThing, reflecting demand for light, seasonal styles.
Home and garden categories also experienced a strong early-season uplift. At Debenhams, garden product sales rose 90% year-on-year in April, with premium patio brand Rattantree recording a 67% month-on-month increase.
Dan Finley, CEO at Debenhams Group, said: “This spring’s early heatwave has clearly shifted consumer behaviour, pulling forward typical summer purchasing patterns. Shoppers aren’t just browsing, they’re buying – and it’s happening weeks ahead of the usual curve. From skincare to garden living, it’s a reminder of how quickly shoppers respond to seasonal signals.”
