The Summer Of Big Wins
As we all know, the Great British summertime is about soaking up some rays, then moaning about the sunshine (while shielding under a brolly). We’re getting ready for an amazing summer season at TK Maxx, with a new, immersive in store experience with no shortage of seascapes and surprises. And to get into the summertime spirit, we asked 2,000 Brits whether they think the hottest time of the year lives up to the hype.
And our survey saysss…(drum roll)…
Battle of the seasons
Pack your shades and roll out the beach mat – summer is well and truly here. But before we get too sentimental about sunshine and lollipops, do Brits actually like summer? We wanted to know which season is hands-down the nation’s favourite.
What’s so great about summer?
It’s no surprise that grey days and freezing temperatures aren’t winning any popularity contests, but what exactly makes summertime special?
While holidays were the most popular thing about summer, that doesn’t tell the whole story. 62% of women put holidays top, but others had different ideas:
Summer simply puts a spring in our step. In fact, 77% of people we polled said they find it easier to get out of bed in the summertime than the winter.
Our respondents also told us that a ‘day at the beach’ is the ideal summer day out – 65% chose this option, ahead of a picnic in the park (45%) and swimming at a local lido, beach or pond (21%).
Summertime styles vs. the winter wardrobe
Summertime isn’t just about sun, sea and sand – it’s an opportunity to explore new trends and fill your suitcase with maxi dresses and more. But all things considered, do we prefer dressing for hot weather or wrapping up warm on a winter’s day?
Whether you’re into bright and breezy dresses or beach-ready shirts, we’re spoilt for choice these days when it comes to summertime wardrobe options. And judging by our survey, there’s a preference for summer clothing across the board.
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73% of men and 64% of women prefer wearing their summer wardrobe
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Across all ages, a majority prefer their summer wardrobe. This was highest among over 60s (78%)
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Summer wardrobes were more popular in every region. Sheffield was the most enthusiastic about summer clothes (80%), while Birmingham had the highest rate of people who prefer their winter wardrobe (32%). Brummies, we’re worried: are you okay?
Summer washouts
After all this summer lovin’ (happened so fast), it’s only fair that we look at the other side of the debate. For some, those long days and balmy nights aren’t always what they’re cracked up to be. There’s nothing more quintessentially British than having a good moan, so we uncovered some of the things that Brits love to hate about the summer months.
As for solutions to this summertime woe, there was a lot of love for air conditioning – 66% said this helps them feel more comfortable – while 69% said cold ice creams, lollies and drinks offer the best relief in a heatwave.
We all scream for ice cream
We’ve touched on people’s fondness for ice cream in peak summertime, so we wanted the inside scoop on which flavours are in favour.
Summer must-haves
Whether you can’t wait to hit the sun lounger, or you’re longing to hibernate for the winter, we all want to equip ourselves with certain essentials to get through June, July and August. So, when the weather gets warm, what are the items people simply can’t do without?
We’re all set for summer. Are you?
We’ve been counting down the days until summertime, and we’re delighted it’s finally here and we can celebrate in style. Ten years ago, Team GB achieved its best ever medal haul at the London 2012 Olympics – quite literally the Summer of Big Wins – and we want to recapture the magical feeling of that splendid summer. Ten years on and the UK is hosting another sporting extravaganza, the 2022 Commonwealth Games in Birmingham – could this be another winning summer? It could be for you!
As part of our special summer season at TK Maxx, we’ll bring the sights, sounds and spirit of London 2012 and this year’s Commonwealth Games to stores across the country, with a gold medal treasure hunt and the chance to celebrate your finds on the Big Wins podium! All this, coupled with everyday amazing value on an ever-changing selection of big brands and designer products in store and online – you don’t want to miss out!
Methodology
TK Maxx commissioned a survey of over 2,000 nationally representative respondents in May 2022 to establish attitudes towards British summertime
TK Maxx commissioned an additional survey of over 2,000 nationally representative respondents in June 2022 to establish the nations’ favourite ice cream flavours