A drop in last month’s fashion sales has not concerned south Essex retailers - and has been put down to the unpredictable weather.

Despite the sales season looming, July has seen its worst month since 2009 with a 3.5 per cent decrease in high street sales according to the BDO’s High Street Sales Tracker.

The up and down summer has been pinpointed. It’s been either very hot or rather stormy and miserable.

Denise Rossiter, chief executive at the Essex Chamber of Commerce, said: “I think it is due to weather trends where people are spending at the seaside as opposed to spending in retail.”

Dawn Jeakings, centre manager for the Royals Shopping Centre, isn’t concerned. She said: “Of course the 3.5% is a national figure. Naturally, I accept that a great many factors affect retail sales throughout the year. 

“These include aggressive discounting and promotions from online retailers, the economy and things like inflation, seasonal events such as holidays and adverse weather.”

Jessica Lester, marketing co-ordinator for Southend Business Improvement District, agrees: “BID was created to help local businesses tackle head-on the challenges facing Britain’s High Streets.

“That’s why visitors to the High Street and seafront are regularly offered a series of fresh, interesting and innovative experiences that are designed to attract and keep them here for longer.”

The views of the retailers are reflected in the BDO’s own comments on the national figure.

Sophie Michael, head of retail and wholesale at BDO said: “While June’s sunshine demonstrated that the sun can wet consumer appetite for shopping, poor weather at the end of July combined with consumers starting to feel the pinch took its toll on fashion last month.”