Shoppers shaped up for a summer that failed to arrive last month, splashing out on diet and beauty products rather than clothing and big-ticket purchases, according to the latest BRC sales figures.
Demand for summer staples such as hayfever remedies and suncream were dampened by the cooler, wet weather.
However, health and beauty chains and department store groups enjoyed buoyant sales of fine fragrances, premium beauty lines and accessories.
The BRC-KPMG July Sales Monitor recorded a like-for-like sales increase of 1.8 per cent year on year. Total sales climbed 4.3 per cent for the period.
The performance diluted the three-month like-for-like sales trend, which edged down from 2.7 per cent in June to 2.6 per cent.
BRC director general Kevin Hawkins said the monitor confirmed that interest rate hikes were affecting consumer confidence.
'Demand is sluggish and most growth is driven by promotion, which is why the unseasonable weather was amplified,' he said.
Investec analyst Matthew McEachran pointed out that the performance in sectors that suffered during last year's record heatwave - namely electricals, furniture and homewares - remained mixed, despite softer comparatives.
Retailers said summer Sales met expectations as price cuts cleared stock.
Food and drink sales increased, but, in the aftermath of the Euro 2004 football tournament, demand for beer and ready meals slumped.
In fashion, women's clothing performed better than menswear.
Inclement weather in July spurred on DIYers, boosting sales of home improvement gear, before the late spell of hot weather switched the focus over to garden furniture.
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