Online sales grew by 18% in August as shoppers stocked up before heading away on holiday, according to the latest IMRG figures.
Estimated sales of £8.1bn meant year-on-year ecommerce sales growth was at its highest since November 2013, the IMRG Capgemini e-Retail Sales Index found.
Strong sales of clothing, up by 20% on the same month last year, and accessories (+60%) suggested shoppers splashed out on last-minute holiday essentials.
However, spending on the home was down by 1%, perhaps because many were away during the month.
“August’s results revealed a real spark in the confidence of the British consumer, with an increase in spend on clothing accessories, such as sandals and other holiday essentials, but a drop in the staycation spend on the home,” said Alex Smith-Bingham, vice president, digital services leader, at Capgemini. “It will be interesting to see whether there will be a significant uptick in little luxuries around the home during the autumn months now the majority of holidaymakers have returned home.”
Andrew McClelland, chief policy and operations officer at IMRG , said: “A cold spell during August combined with the launch of Autumn/Winter 2014 clothing ranges boosted e-retail growth.”
McClelland said electricals sales had also lifted, with a surge in the sales of high-powered vacuum cleaners, following an EU directive that banned models of more than 1,600 watts.
“Interestingly, the High Street brands continued to perform particularly strongly with electrical sales vying for the top spot this month,” he said. “Overall Index growth of 18% sees us on target to exceed the earlier expectations of growth for 2014. A £100 billion year is certain to be exceeded in 2014.”
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