'Sunshine Tax' concerns grow as Britons call for a fairer summer

• Summer is Britain's favourite season (39%) (1) and the one people look forward to most (85%) (1)

• Yet more than one in four (27%) (2) have turned down summer plans because they’ve become too expensive with over a third (36%)2 feeling they are most likely to miss out on holidays abroad, beach and day trips (34%), festivals (29%)(2) and major sporting events (25%)(2)

• giffgaff launches the Fair-play Summer Fund to help fix unfair Summer moments after already tackling two major seasonal stings

Brits spend all year waiting for summer but according to new research from giffgaff, the mobile and broadband provider, more than one in eight (13%)(1) say summer is often "better in theory than reality”.

And for many, the reason is simple: summer doesn't always play fair.

Financial unfairness plays a big part. More than three quarters of UK adults (77%)1 believe seasonal prices are inflated. Half (50%)(1) say holiday pricing is unfair, 47%(1) say family days out are too expensive, and 45%(1) feel the same about festivals and events. More than half (59%)(1) say they’re caught out by hidden connectivity costs, with 29% (1) experiencing unexpected roaming charges abroad.

And as people try to make the most of their time off, staying connected has become an essential part of summer. A quarter (25%)(1) say they use more mobile data during the season, for weather apps (32%)(1), navigation (30%)(1), sharing photos and videos (24%)(1) and coordinating plans with friends and family (22%)(1). Yet despite this, more than a quarter (28%)(1) actively limit their phone use to avoid extra charges.

That pressure to stay connected may help explain why nearly half of UK adults (45%)(2) experience summer FOMO, with one in two (53%)(2) claiming that missing out on plans, events or experiences stop them fully enjoying the season. Cost is a key factor, with almost a third (31%)(2) saying they cannot afford some of the activities they would like to take part in.

Missing out isn't just about being there in person. For many, it's also about staying connected to the moments that matter. With a huge summer of sport ahead, fans are increasingly finding ways to follow the action wherever they are. A quarter (23%)(2) have found ways to watch sporting events while on holiday, 16%(2) have streamed on the move and 15%(2) have watched on their phones while working.

The findings paint a picture of a nation that loves summer but increasingly feels locked out of some of the moments that define it. And while rising costs dominate concerns, Britons also highlighted a collection of familiar summer frustrations that can quickly take the shine off even the sunniest day.

Festival toilet queues (27%)(1), muddy festival fields (24%)(1) and overcrowded stages (22%)(1) all feature among the seasonal downsides people would happily leave behind, along with one in 10 (14%)(1) calling out the fact that pub gardens are packed. And in a finding that may strike a chord with ice cream lovers everywhere, one in eight (12%)(1) highlighted the fact that a "99 Flake" now costs considerably more than 99p.

As a brand built on Fair-play, giffgaff has already started tackling some of summer's biggest stings, with unlimited mobile data from £14 a month (3) and full fibre broadband for £5 a month for six months (4) helping members stay connected without breaking the bank.

Now, it's taking things a step further with the launch of the giffgaff Fair-play Summer Fund (5), giving people the chance to fix an unfair summer moment. People across the UK can apply via Fairplaysummer.giffgaff.com for a bespoke summer fix worth up to £10,000, while 200 winners will each receive a £200 voucher to spend on shopping, eating out, holidays or experiences.

The Fund is designed to help people overcome the barriers standing in the way of a great summer and make the season feel a little fairer.

Kate Dohaney, CEO at giffgaff said: "Summer is the season we spend all year looking forward to, but our research shows that for many people it comes with catches. From rising costs and hidden charges to missing out on experiences that matter, too many people feel summer doesn't always play fair. 

At giffgaff, fairness is at the heart of what we do. We've already started tackling some of summer's connectivity stings, with unlimited data for £14 and broadband for £5 a month, giving people more money to spend on those moments that matter. And now we're launching the Fair-play Summer Fund to help even more people. Because Fair-play doesn't take the summer off."

ENDS

For more information on giffgaff broadband please visit: www.giffgaff.com/broadband

For further information please contact giffgaff@splendidcomms.com or 020 7553 7300

Notes to Editors

(1) Research of 2,000 UK adults conducted by OnePoll between 22nd to 28th May 2026

(2) Research of 2,000 UK adults conducted by OnePoll between 3rd to 5th June 2026

(3) Activate plan by 2/10/26 . £14 unlimited data for duration of 18 month commitment, then reverts to £25/month. £20 unlimited monthly rolling for 12 months, then reverts to £35/month, must be set to auto-renew. Existing Members must opt-in via the app. Eligibility criteria, fair usage policy, data roaming restrictions and terms apply, see giffgaff.com/terms/promotions

(4) giffgaff has just launched a ‘Full Fibre For a Fiver’ promotion on its 24 month broadband plans. Order or switch to a 24‑month plan by 28/8/26. £5/month for 6 months, then from £25 monthly. Full Fibre (FTTP) in eligible areas; speeds may vary. Terms and exclusions apply, see giffgaff.com/terms. 

(5) Terms and Acceptable Use Policy applies, see Fairplaysummer.giffgaff.com

About giffgaff

giffgaff, the mobile and broadband provider, is focused on delivering fair value, flexibility and simplicity for its over 4 million customers. It’s one of the reasons it’s been voted Uswitch mobile handset contract network for 2026*. 

Selling both monthly airtime plans, and new & refurbished mobile phones, giffgaff has over half a million members on its community forum and a bunch of helpful benefits like Best Plan Advice** and no mid-contract price rises.***

In 2022, giffgaff made an ongoing commitment to prioritising people,  and the planet and profit equally by becoming a B Corp™ certified company. 

*See uswitch.com/telecoms-awards for award verification

**Opt-in service. Based on mins, texts and data usage. Terms apply, see giffgaff.com/terms"

***No mid-contract price rises on 18 month contracts purchased before the end of 2025. Fair usage policy, terms and exclusions apply, seegiffgaff.com/terms