BY HAYLEY GILBERT

Ok so now it’s July we can officially call it summer right? No matter what the glorious British weather is doing at the moment, there’s no reason why you can’t celebrate the season in style with the ultimate at-home outdoor experience. With this in mind, Amazon.co.uk has released its #SmileItsSummer Trend Report predicting the products and experiences that will make Brits smile this summer. Alfresco fun is at the top of the list in the form of spaces transformed with the help of trending products such as outdoor screens and projectors, pizza ovens and firepits.

The independent report, commissioned by Amazon.co.uk and informed by The Future Laboratory, uses future-forecasting to identify six key trends that will take centre stage this summer:

1 ALFRESCO FUN

Entertainment experiences head outdoors as British gardens are transformed into open-air cinemas featuring products including outdoor screens and outdoor projectors, firepits and pizza ovens. Popular items set to transform outdoor spaces also include Bluetooth speakers (sales increase of 497% year-on-year) and fairy lights (up 527% year-on-year).

2 GRID-WORTHY GAFF

Britons are purchasing insta-worthy home accessories ranging from indoor plants (sales increase of 226% year-on-year) and The Future Laboratory’s top-picks; cocktail trollies, all things Coral Pink (Pantone 16-1546 Living Coral is 2019’s Pantone Colour of the Year) and even at-home professional photography kits as Britons look to engage with their social media following.

3 FRESH IS BEST

Grow (or make) your own produce is the order of the season as Brits embrace DIY kits for everything from grow-your-own mushrooms (sales increase of 206% year-on-year) to cheese-making (up 676% year-on-year).

4 FIT-FAM

This season’s most popular fitness accessory is more likely to be your workout buddy or ‘Fit-Fam’, as sales of partner, group and family-related sporting equipment rise including boxing gloves (sales increase of 223% year-on-year), Fearne Cotton’s Yoga Babies Guide (up 196% year-on-year), tag-along trailer bikes (up 133% year-on-year), junior cricket sets (up 204% year-on-year) and kids’ yoga mats, The Future Laboratory’s product to watch 

5 FLY-AND-TRY TRAVEL

The traditional family holiday is changing as Brits seek new experiences focused on adventure (adventure backpacks sales up 110% year-on-year), wellness (sales of wellness oils travel sets up 571% year-on-year) or just pure escapism (noise cancelling headphones up 164% year-on-year).

6 PET WELLNESS

Pets will be living the same (if not better) lives than their owners as sales of dog nail polish (sales up on Amazon.co.uk by 188% year-on-year), doggy beer and rosé wine gift sets (up 260%) and luxury memory foam beds (up 107%) soar.

Visit Amazon’s newly launched #SmileItsSummer store where all the season’s on-trend products featured in the report (and more) can be found.