New data has shown ecommerce spending in January 2025 was 2.9% higher than 2024 levels, with the health and wellness sector providing a boost for UK etailers.
Adobe Analytics data from January revealed purchases of exercise equipment increased by 60% MoM and spending on vitamins and supplements rose by 26% MoM. Purchases of fruits and vegetables also saw an increase of 24% MoM.
Consumers enjoyed holiday deals across most categories, which lead to a 5.2% drop in apparel spend, furniture decreased by 2.9%, and appliances by -1.2%. Adobe stressed retailers kept prices competitive to stimulate demand after record spending between November – December.
Additionally, shoppers were still reliant on Buy Now Pay later services to boost their spending capabilities. In January, £1.26bn was spent via BNPL services, accounting for 15% of total January spend, and up 3.3% compared to January 2024
Vivek Pandya, lead analyst, Adobe Digital Insights at Adobe, commented: “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.”
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