Forecasts for sunny weather for the rest of this week and into the weekend are a “relief” for many retailers in the county after a wet month so far.

From tomorrow, temperatures will reach the mid-20s for much of Sussex and are likely to peak on Friday and Saturday, according to the Met Office.

The prospect of a warm spell is good news for retailers like Katy Alston, 55, who runs Pinks Parlour in Waterloo Square, Bognor and relies on visitors for her income.

Known as Mrs Whippy to her customers, Ms Alston is also president of the Ice Cream Alliance trade association.

The former nurse, who has been in the ice cream trade for 20 years said her parlour’s turnover could increase “ten-fold” if the sun comes out at the weekend.

Ms Alston said: “Once the sun shines, that’s it, days take off.

“Today I’ve had four phone calls from members of the alliance because they’ve all got rain, but that’s probably the first time in weeks.

“We can’t really plan the week until we know the sun’s coming out.

“Come the end of the week when that good weather comes, everyone will be down at the beach having a lovely swim in the sea, kayaking, paddleboarding, crabbing.

“It’s a great sign when our floor is all sandy from everyone coming in off the beach, which makes a refreshing change from puddles and umbrellas.”

Bernard Donoghue, director of the association of leading visitor attractions, which has the National Trust, English Heritage and zoos among its members, said many outdoor attractions are looking forward to an improvement in the weather.

Mr Donoghue said: “Sunny, warm summer days massively benefit seaside destinations and rural locations who earn most of their income during the summer months.

“That summer spend is crucial to help them get through the quieter winter period.

“Indoor attractions, especially heritage sites, museums and galleries in cities, have experienced a very good summer mostly prompted by new exhibitions, the return of overseas visitors, UK families holidaying at home this summer, and great deals for family budgets.”