Online spending grew in January as customers took advantage of deals

In January, online spending was up 2.9% year on year to reach £8.4bn.

It follows a year of 19.9% annual growth and a 5.9% rise across the holiday season, which includes Black Friday and Christmas.

Retailers continued to keep prices competitive following a “record” online spend in December.

Consumers shopped deals across categories such as apparel, with the biggest average deals, followed by sporting goods, furniture, and appliances.

Along with deals in the above categories, purchases of exercise equipment rose 60% month on month in the UK. 

Purchases of vitamins and supplements grew 26% in January and fruit and vegetables saw a 24% increase.

Buy now, pay later usage was also popular with customers as it accounted for £1.26bn spent in January and accounted for 15% of total revenue - rising 3.3% year on year.

Adobe digital insights lead analyst Vivek Pandya said: “After indulging in deep online discounts during the holiday season, shoppers kicked off 2025 by putting their money where their health is and spending on items to boost their wellness and fitness.

“Consumers also took advantage of continued discounting in January with online retailers dropping the prices of apparel, sporting goods, furniture and appliances in an effort to avoid a post-Christmas spending hangover.”