Total online sales showed their fastest rate of growth in two years last month, jumping 22%.
Warm weather, the World Cup and bank holiday weekends boosted sales in May, with shoppers spending £4.5bn - equivalent to £73 for every person in the UK.
Total online sales grew 3% more than in April, according to the IMRG Capgemini e-Retail Sales Index
Growth in online sales by retailers with a bricks and mortar presence as well as online “continues to outstrip that of online only retailers”, with multichannel retailers’ online sales growing 30% compared to last year.
Alcohol sales increased 23% as shoppers stocked up on booze ahead of the World Cup. Sales of electrical goods grew 13%, which the study said was “perhaps an indication of the surge in flat screen TVs being sold to coincide with the tournament”.
Sales of clothes online surged 32% in May, as the World Cup fuelled sales of sportswear.
Capgemini vice president, retail consulting and technology, Chris Webster said: “Throughout the history of the Index, we have seen a noticeable rise in sales of certain goods whenever there is a major sports tournament on. This year’s World Cup is no exception.
“It’s good to see that consumers’ spirits haven’t been dampened by concerns over government spending cuts, and savvy retailers will have embraced the opportunity to draw in new customers with marketing and price incentives.”