Industry Newsecommercemobile commercesocial commercedigital analytics
UK Consumers Increase Online Spending in February
8.2
Adobe Analytics reports UK consumers spent £9.25 billion online in February, up 3.3% year‑on‑year, driven by wet weather and lower consumer confidence. Mobile spending rose 3.9% versus February 2025 and social referrals grew 15.8%, while AI referrals jumped 201%; shoppers pulled back on big-ticket items and increased spending on supplements and higher-quality apparel.
Key Points
- 1Report records UK online spending of £9.25 billion in February, up 3.3% year‑on‑year.
- 2Wet weather and lower confidence boost mobile usage and social referrals, increasing product discovery and purchases.
- 3Merchants should prioritise mobile, social-commerce and health-supplement assortments while timing promotions for big-ticket items.
Scoring Rationale
Strong Adobe dataset and clear e-commerce signals that offer actionable merchandising guidance, but limited novelty beyond routine monthly market updates.
Sources
Public references used for this report.
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