Sales of sleep aids and dog paddling pools are soaring as the heatwave looks set to enter another week.
Superdrug said sales of sleep aids were up 41% on the same week last year, while sales of deodorants were up 17.5%.
Amazon said sales of dog paddling pools had surged ten-fold in the past four weeks, while a brand of dog sun wipes were up 295% and sales of a sunscreen were up 260% in a day.
The online retail giant has also reported an 816% year-on-year uplift in paddling pools and a 519% increase in sprinklers and sprayers.
Amazon pet supplies spokesman Paul Dore said: "The British are known as a nation of animal lovers and due to the scorching weather, this means that when the kids get a new paddling pool, so does the four-legged friend."
John Lewis said sales of fans and portable air conditioning units were up 2,800% week on week and sales of paddling pools were up 1,884% on last year and 60% week on week.
John Lewis outdoor living buyer Nicola Gidlow said: "Last July was the coldest for 100 years, so this year's heatwave is a complete turnaround. In Britain you never know when your next chance to get out in the sun might be, so it's important to make the best of the weather while it lasts."
Waitrose said it had seen its highest frozen food sales on record in a normal trading week. Sales of ice lollies were up by 310%, Waitrose said.
The supermarket chain's frozen food buying manager, Michael Simpson-Jones, said: "The frozen aisle has suddenly become one of the most popular places to chill out as shoppers try and cool down in the face of scorching temperatures outside.
"Some of the appeal is clearly down to the colossal demands for ice creams and lollies. But with average temperatures this week nearing 30 degrees, our freezer aisles have also become a popular place for shoppers to keep their cool."