MAD, France — Two men died from heatstroke in Spain as Europe sweltered in a record heat wave on Friday, with temperatures hitting a scorching 45 degrees Celsius in some areas and meteorologists saying only scant relief is in sight in the coming days.

The highest temperature ever recorded in Europe was 48 degrees in Athens in 1977, closely followed by 47.3 in Amareleja, Portugal in 2003 and in Montoro, Spain last year.

Spain was set to experience one of its hottest days this summer on Friday, with temperatures expected to top 44 degrees Celsius (111 degrees Fahrenheit) in Badajos on the border with Portugal, 42 degrees in Seville and 40 in Madrid.

In Portugal, where temperatures topped a record 45 degrees in Alvega, 150 km north of Lisbon, on Thursday, the heat wave is expected to reach its peak on Saturday, according to the Portuguese Institute for Sea and Atmosphere (IPMA).

While no “substantial” wildfires have been reported so far, the emergency services say they remain on maximum alert and Interior Minister Eduardo Cabrita declared a policy of “zero tolerance” towards risky activity, such as barbecues.

In Germany, tourism operators, such as Thomas Cook and Alltours, were quoted by German news agency DPA as saying that last-minute bookings for the Mediterranean are down, as holidaymakers seek out cooler temperatures on the North Sea and Baltic coastlines.

In the Netherlands, where the current heat wave is the longest-ever recorded — with temperatures set to reach 35 degrees on Friday — people are beginning to experience water shortages, even if drinking supplies remain unaffected for now.

With almost no rainfall since May, Sweden experienced its hottest July in more than 250 years, with the drought and high temperatures sparking wildfires across the country, even as far north as the Arctic Circle. The fires have largely abated.

A glacier on Sweden’s Kebnekaise mountain has melted so much that it is no longer the country’s highest point, raising concerns about the rapid pace of climate change.

But relief may be on the way: meteorologists are forecasting cooler temperatures and thundershowers across the country on Saturday.

Wide swathes of France have been placed on heat wave alert as millions hit the roads for August vacations, with sweltering conditions forecast to persist into next week.

The health ministry has rolled out a TV and radio campaign alerting people to the dangers of what is expected to be the most intense heat wave since 2006.

In Britain, the heat wave has hit retail sales, which were down 1.1 percent in July, according to accountancy firm BDO.

“While the sunshine and buzz around England’s World Cup run was a boost for pubs and supermarkets, the scorching conditions did not encourage physical shopping and only hindered footfall in shops,” said BDO’s Sophie Michael.

“While temperatures may have been rising, retailers are being frozen out. Summer is proving to be something of a disaster for shops.”

The Belgian road safety authority VIAS reported an increase in the number of road accidents as a result of the heat wave.

“The daily average number of accidents is 15 percent higher during a heat wave. And the accidents are more serious,” VIAS spokesman, Stef Willems, was quoted by Belgian media as saying.

In the Italian capital, already well-equipped with free drinking water fountains, the authorities are handing out bottles of water to tourists.

The national farmers’ union, Coldiretti, said that milk production was down 15 percent as cows suffered from the heat. At the same time, ice cream consumption was up 30 percent over the past week, the union said. — AFP