Wellies up, ice cream down: how soggy weather has changed our summer shopping habits

Computer software that tracks exactly what shoppers are buying shows barbecues are out and hot soup and roast dinners are in.

Sales of bubble bath have increased and suntan lotion has dropped as people stay inside to avoid the rain.

Figures produced by Retail Link, a computer system that is used by Asda and updated every 15 minutes, show the usual summer shopping trends have yet to begin this year.

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Asda spokesman Ed Watson said: "These sales statistics are something we would expect to see in October or the beginning of November, not July.

"The sales we are seeing are completely mad, it is all topsy-turvy. People are going into hibernation mode and not going outside.

"Their shopping behaviour is similar to when people think it is going to snow. They buy things that don't perish or things that will comfort them.

"Normally people would do this when the clocks go back in the autumn."

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Sales of mince have increased by 130 per cent while cold meat is 45 per cent down on last year.

Mr Watson said: "People are cooking things like shepherd's pie, lasagne, chilli con carne and bangers and mash. It is all about comfort."

Because of the unusual shopping trends, Asda has been forced to slash the price of its summer clothes by up to half and has ordered stocks of thermal underwear, which is due to arrive in stores within weeks.

Mr Watson said while people would usually buy flip flops at this time of year, they are instead spending money on wellington boots and slippers - sales of both have increased by a remarkable 222 per cent on last year.

Last month was the wettest June for almost 150 years. An average of 140mm of rain fell across England and Wales - twice the long-term average and the highest since 1860, according to MeteoGroup UK.

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Elsewhere, a spokeswoman for Sainsbury's said sales of mince and whole chickens are up by half, and meat joints are up 40 per cent compared with this time last year.

A spokesman for Tesco said shoppers are switching from salads to more wintry vegetables. Sales of tomatoes, lettuce, cucumbers and peppers are down by 10 per cent.

In contrast, sales of leeks and carrots have increased by around 20 per cent, while parsnips have rocketed by 52 per cent, suggesting people are cooking more stews and casseroles. In the clothing trade, Ben Jackson-owner of London Beach Store in Notting-Hill said: "We have had a big downturn in business since the wet weather began - in May we were down by 12 per cent and in June we were 20 per cent down.

"Because it is raining it means fewer people are out browsing in the shops, and it also means people don't want to go to the beach. The attempted terror attacks affected us as well - that combined with the wet weather made last weekend the worst since we started 10 years ago."

But there is some good news. Asda's own weather experts predict the forecast will begin to get better on 15 July so buyers are preparing to order more flip flops and sun cream for the belated start of summer.