It’s been another strong month for online retail with sales up 69.5 per cent in February, compared to the same time last year.
Although it is a little short of January’s record 74 per cent growth, February’s eCommerce boom was still above the rolling three, six, and 12 month growth averages (at 57.1 per cent, 42.5 per cent and 42.7 per cent respectively).
Mobile sales also rocketed in February, up 170 per cent year-on-year.
That’s according to the latest data from IMRG Capgemini Online Retail Index, which paints a positive picture across all categories.
There were some notable stand out performers. The announcement of the Government’s roadmap out of lockdown, for example, corresponded with sales spikes in both beer, wine & spirits and home & garden products (up 64.7 per cent and 131 per cent respectively) as consumers started to prepare for easing of restrictions. And, a possible improvement in the weather.
Other winners after a tough 2020, were said to be clothing sales, which rose 21.3 per cent, and footwear up 8 per cent. Both seeming to benefit from pent-up demand.
Electricals also reporting further ‘staggering levels of growth’ – rising 158.5 per cent year-on-year last month.
Andy Mulcahy, strategy and insight director, IMRG: “It’s become common for people to look for the ‘new normal’ across industries, but it might be too early to be focusing on that. Instead, it is more useful to think of a ‘current normal’ as things are still so unpredictable and susceptible to sudden shifts in customer behaviour.
“For example – even though there is a roadmap out of lockdown and the vaccination programme is going well, it’s difficult to anticipate exactly how people will behave as restrictions are eased.
“The ‘current normal’ in retail is for sustained pandemic-high growth rates across almost every product category. During lockdown one (22 Mar-15 Jun), the average rate of growth was +47 per cent; for lockdown three (27 Dec-now) it is +74 per cent. That rate of growth cannot be sustained once we get into April, but the extent to which spend will be diverted strongly away to ‘experience’ options such as travel, going out, live events etc. is a very tough question to answer.”
Share