ASDA today (2 August 2007)  announced it was launching ‘Operation Soccer Swelter’ to cope with the massive demand it anticipates in hot weather products, after temperatures of 27 degrees were forecast for the coming weekend. 

Customers picking up products such as ice cream, fizzy drinks, beer, salads and crisps will also increase according to the retailer, due to the nation tuning into the FA Community Shield between Chelsea and Manchester Utd, which will be played for the first time at Wembley this Sunday. 

After one of the wettest summers on record ASDA had recently announced that sales of things like slippers, pies and soups were on the up. 

However, with summer finally threatening to happen this week and with most of the country enjoying some sun, customer buying patterns have already started to dramatically change.

Sales of swimming costumes, flip flops, sunglasses, picnic sets, salads, houmus, beer and cold meats have gone through the roof. 

ASDA says it’s upped its order of hot weather related items to stores by 67%.  Customers will also be able to pick up a bargain, with items such as garden furniture reduced because they have not been selling due to the wet weather.

“With floods and continual rainfall we’ve all had the most miserable summer in living memory, said ASDA spokesperson, Ed Watson.    Like the rest of the country our customers are desperate for some summer and it looks like its set to be this weekend. That’s why we launched ‘Soccer Swelter’ to make sure that customers have everything they need to enjoy the sunshine and the soccer this weekend.” 

SOCCER SWELTER SALES STATS