Oh gosh I am totally with you here. Its painful. So I sell fabric and haberdashery items. I'm incredibly vulnerable to people having disposable income. Its all non-essential items. June was quiet in the heatwave, fair enough. I actually didn't mind as I needed less to do myself. Start of July came and there was zero payday lift. If anything I have less orders than in the heatwave. I said to my husband, there are days in-between christmas and new year that took more money than I did yesterday (Friday the 3rd of July). We sell on eBay, Etsy, Amazon and our own store. Its across the board. I'm definitely seeing the pain the most on Amazon as that's always been our largest market.
I've done a C-flow forecast for a quiet summer, and that was a 'scrapping through the summer' prediction. If it carries on, I'm doing about 40% less than I forecast.
I've read all the comments on here and I think it could be all of these factors.
Anyway, what I must do is not get sucked into over analysing it. Hunker down, spend the time making improvements (new photos, SEO the hell out of everything) and then in September if we're still down then its time to close. Over the last 2 years I've cost cut everywhere I can. I used to have 3 staff, its now just me. There is no-one else to make redundant, there is no cheaper utilities to use, or cheaper place to rent.
Thank you to all who have posted here as I was starting to feel like it was just me, I must have done something wrong. But to hear that all different product areas are feeling the same (with exception of a few) it is sort of reassuring.