Freemans.com has unveiled a major new campaign designed specifically to help shoppers nationwide make the most of the summer months at home, just as temperatures soar across the UK.
Running from June to September, the new Sunny Season initiative positions Freemans.com as the trusted, go-to destination for summer at home, showcasing the Bradford-based “digital department store’s” incredible breadth of offerings with over 11,000 products highlighted within the campaign.
Activity will run across the brand’s website – which boasts over 30 million unique visitors each year – alongside support through social media channels, specialist SEO and consumer competitions to win Sunny Season bundles, all featuring the campaign’s distinctive and brightly-coloured branding.
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Shoppers are being encouraged to turn to Freemans for both planned summer purchases and reactive last-minute buys when their plans, budget or the great British weather changes.
Ann Steer, CEO, Freemans.com said: “The cost of living crisis and fears around airlines cancelling flights abroad means the number of people choosing to holiday in the UK is at its highest since the pandemic. But with so much going on in the UK this summer, Freemans.com is helping its customers to have their best summer ever, whether they’re holidaying in the UK or simply staying at home.”
The activity been planned to drive engagement with timely, relevant seasonal shopping moments, targeting key moments including:
- The World Cup: The tournament launched on June 12, and shoppers are netting outdoor hosting items, BBQs and outdoor AV – and the late kick-off times have prompted a sharp rise in items to extend outdoor entertaining into the evening, including lighting, cosy blankets
- Stay Cool: May’s record heatwave saw UK temperatures hit 35.1 degree centigrade, with customers flocking to beat the heat with cooling bamboo bedding and ‘ice silk’ pillowcases, breathable nightwear to fans, air cooling solutions, lightweight fashion and heat-proof beauty essentials, and now we’re in heat wave number two of the year, making this a key growth category.
- Summer Beauty: The changing weather patterns see customers switch their make-up and beauty routines for the ultimate summer glow up. Sales are expected to peak just before the August Bank Holiday weekend as shoppers celebrate the last official summer long weekend.
- Staycations: Whether it’s a holiday to the seaside, wild camping, hosting at home or a trip the local park, Freemans is on hand to help customers make the most of home and local escapes, with picnic essentials and camping gear to outdoor furniture, garden upgrades and travel accessories for outdoor family fun.
- Festival Fashion: While Glastonbury is taking a break this year, a multitude of smaller festivals are driving demand from June through to August. Essential 2026 trends include Western Boho-chic aesthetic, Suede fringe jackets, wellies, metallic cowboy boots and waterproof bumbags as customers seek out stylish but practical choices,
- Back to School: A third of Freemans customers begin “Back to School’ shopping before the school term ends, with a strong emphasis on bundle deals and summer stock. Late summer favourite buys, meanwhile, include lunchboxes, bags and stationery.
Steer, added: “Our Sunny Season campaign is getting customers into summer mode and helping them feel prepared to make the most of the season at home, helped by the sunny weather.”
