After a month of rain, wind and generally inclement weather, British shoppers finally have something to smile about - the sales have already started.
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According to accountant PriceWaterhouseCoopers, some 73 per cent of stores were advertising summer sales or special offers last week after June proved a washout on the high street.
A survey of 100 retailers found that retailers are slashing prices by almost 50 per cent on some items in a bid to entice shoppers, with the likes of Topshop, Warehouse and Dorothy Perkins offering customers discounts.
The early summer rain has also food retailers - shoppers have been tightening their belts and opting for value ranges, and the usually lucrative barbecue food market has understandably been hit hard.
But what's good news for shoppers is bad news for retailers, who have already seen lower than average first-half sales.
PriceWaterhouseCoopers chief retail adviser Christine Cross told The Mirror: "Clothing purchases are weather-related and canny consumers also know mid-June means worried retailers who need to clear stock to leave room for new lines.
"The food retail sector is having a harder time than apparel or home retailers."
However, with the sun expected to make an appearance this week, things might soon be looking up for the nation's retailers.
Ms Cross added: "With even online sales slowing, there is hope that the Olympics and some late summer sun will boost the third quarter."
What do you think? Will the summer sun tempt you back to the shops? Leave your comments below...