According to recent data, online fashion retail sales in the UK experienced a significant surge following the Christmas season. While physical stores also saw a strong rebound during the holiday period, e-commerce played a crucial role in driving sales. True Fit, a data-driven fit platform, reported a surge in digital fashion sales in late December, especially after Boxing Day, as price-conscious shoppers sought out discounts on clothing and footwear. True Fit’s Fashion Genome data set revealed a noteworthy 26% increase in web traffic to online fashion sites in mid-December. Additionally, the platform experienced a 30% rise in registrations during December, driven by the heightened demand for fit guidance.
In the last week of December, online fashion orders in the UK rose by 53% compared to the previous week. Initially, consumers had concerns about placing orders and receiving timely deliveries before Christmas. However, once Christmas Day had passed, they quickly turned back to online shopping to take advantage of post-holiday bargains, resulting in a significant week-on-week growth. These figures support other reports that have highlighted an increase in online retail activity after Christmas.
Throughout the entire month of December, True Fit’s data demonstrated that fashion orders from online multi-brand retailers surpassed orders from direct-to-consumer (DTC) brands. Digital department stores experienced a demand for orders that was 50% higher than their DTC counterparts during the peak Christmas trading period. This trend can be attributed to consumers attempting to minimize discretionary spending by placing multiple orders through a single online retailer to reduce delivery fees. Additionally, multi-brand retailers often offer more credit options, making them a preferred choice for shoppers compared to individual brands.
Sarah Curran, True Fit’s EMEA Managing Director, acknowledged the positive performance of retailers like Seasalt and Next, but also emphasized the persistent economic headwinds and consumer spending caution that will continue into 2023. In order to secure conversions and sales, retailers will need to adopt smarter strategies and work harder as shoppers prioritize their purchasing decisions.
Overall, the data shows a significant increase in online fashion retail sales in the UK following the Christmas season. While physical stores saw a bounce-back during the holiday period, e-commerce played a vital role in driving sales. Consumers gravitated towards online shopping after Christmas to take advantage of post-holiday discounts, leading to a substantial week-on-week growth in online fashion orders. Digital department stores outperformed DTC brands during the peak Christmas trading period, potentially due to cost-saving measures and increased credit options. However, retailers will face ongoing economic challenges and cautious consumer spending in 2023, requiring them to implement effective strategies to secure conversions and sales.
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