As the UK braces itself for its hottest day in history, a new report published by Klarna reveals some new swimwear trends emerging among shoppers.
The leading global retail bank and payment service polled over 8,000 consumers across seven countries, including 1,259 from the UK.
According to its research, twice as many women prefer one-piece swimsuits instead of bikinis (56 per cent) as comfort is now the number one priority. British men prefer to wear mainly swim shorts (42 per cent) or sport shorts (19 per cent) while 9 per cent would rather go skinny dipping than wear Speedos.
The majority (86 per cent) say that it is more important to be comfortable than to look good while 61 per cent are led by price and 49 per cent by style. Sustainability is a key factor for British consumers, with data showing that today’s shoppers are seeking out products that align with their values.
The report also shows what Brits are up to this summer, with more than three in five looking forward to a holiday over the coming months despite the ongoing travel disruptions. More than two in five (42%) travellers are planning to visit a nearby country, 38 per cent are planning to stay in the UK and only 7 per cent are choosing to staycation at home.