Rising temperatures in Europe are making traditional European summer holidays more challenging, driving people to cooler destinations in search of the perfect break sales figures released today (9 August 2024) show.
Sealskinz, a Norfolk based outdoors brand renowned for waterproof accessories – who deliver across the UK and Internationally, have noticed the trend, seeing a big increase in sales compared to previous summers with some items up a staggering 150 per cent
Established more than 20 years ago, Sealskinz used to view summer as the ‘off season’, but this is no longer the case. Brits are increasingly swapping sun-scorched Southern Mediterranean resorts for holidays in Scotland, Scandinavia, Germany and Poland – Regions with a similar climate to Britain. With temperatures regularly exceeding 40°C in the Mediterranean, the appeal of a ‘coolcation’ is obvious. It’s also something backed up by travel firm Kayak who reported a 31 per cent increase in searches for the ‘coolcation’.
Ian Blackman, CEO of Sealskinz, explained: “While everyone likes warm summer weather, taking a vacation in 40°C is unpleasant and can also be dangerous. Coolcations aren’t about lying on a sunbed baking yourself but getting the most from every day of your hard-earned holiday.”
Blackman identified the trend as a key driver of summer sales, noting “an enormous uplift in new customers buying hiking and walking gear so they can properly explore cooler destinations.”
The company’s summer sales have also been boosted by tourists travelling from hotter countries for a ‘coolcation’ in the UK. Visitors from as far as Dubai, Saudi Arabia, Malaysia and Turkey have turned to the brand for authentic British outdoor wear.
Some of the most popular items include foldable waterproof caps, with sales up 150 per cent compared to last year, and their famous waterproof socks, which are soaring in popularity. Google Trends also supports this, with searches of waterproof clothing regularly peaking in May, June, and July.
The retailer’s recently launched apparel line, Vitae, has also seen success.
Blackman added: “We may joke about rain in the UK, but for many inbound holidaymakers, our lush, green countryside, rivers, and lakes are a huge tourist attraction.
Outdoor and waterproof clothing is one of the fastest-growing sectors in the UK economy, with sales surging by 21% post-lockdown*. UK sales account for almost 16 per cent of the European market with the UK’s diverse topography ideal for hiking, cycling, running, and camping.
Blackman also pointed to the superior customer value of outdoor wear: “Outdoor wear is rugged and hardwearing and provides a great cost per wear. In a sector plagued by a throwaway culture, well-made, long-lasting products are the sustainable option.”
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