After the record-breaking Christmas period and January’s new year sales, February often signals a return to the retail sector’s regular rhythm. But this year, new data from Adobe Digital Insights, powered by Adobe Analytics, reveals there’s more driving online spending growth than just flowers, chocolates, and other Valentine’s Day staples. Instead, we’re seeing some notable shifts in the spending behaviours of UK consumers that retailers need to know.

The headline stat: UK shoppers spent £9.25 billion online in February, up 3.3% year-on-year. This growth rate is undoubtedly good news for retailers, improving significantly on the 0.8% annual growth in January and outperforming the 2.9% across the whole of 2025.

A closer look points to two factors driving that uplift. First, record rainfall (40 days straight, in some places) kept consumers indoors, scrolling and spending online instead of braving the elements.

Second, consumers are showing signs of spending more cautiously, and head online to compare prices, shop around and find the best deals on the items they need.

Adobe Analytics enables us to go beyond the headline figures and see what’s trending and how online shopping habits are shifting. February’s data brings three clear stories to the fore:

1.    Big-ticket spending is on pause

In categories like electronics, appliances and furniture, the share of units sold from the most expensive tier of goods fell 3% year-on-year in February. But don’t assume this is a sign of demand disappearing. Rather, it’s an indication that shoppers are holding out for big spending events to make those big purchases.

How do we know? Well, we’ve been tracking this behaviour consistently over the past year. When consumers are in a more cautious mindset, they don’t abandon their wish lists altogether, they just manage them more deliberately.

They bide their time, waiting for major sales events – like Amazon’s Spring Sale – where they expect bigger discounts and may even be able to trade up to a more premium alternative.

2.    Fast-fashion slows down

Moving away from occasional purchases to a category that sees resilient demand throughout the year, there’s a shift starting to happen in clothing and apparel that seemingly defies logic.  We might assume consumers would gravitate towards cheaper goods during more cautious times, but our data shows the opposite.

In February, the share of units sold from the lowest price quartile in clothing and apparel actually fell by 4% compared with a year ago, while demand increased across mid- and higher-priced tiers.

Consumers are prioritising products that represent better long-term value, even if they come at a higher cost: better made, longer lasting, less disposable.

The great British springtime plays into this too. As weather improves and people emerge from winter hibernation, there’s a natural pull towards refreshing our wardrobes with new clothing and activewear, and this year consumers are prioritising value over price.

3.    Healthy habits show signs of sticking

The January spike in health and wellness purchases was striking, with spend on supplement and nutrition products 42% above typical levels. February's data is arguably more significant: that spending pushed up a further 15% on January's already elevated figures.

New Year's resolutions in retail typically cause a brief uplift in January, before fading quickly. But what we’re seeing this year is a genuine shift toward incorporating health and wellness spending into everyday shopping habits.

Social and influencer community trends are part of the reason. Referrals from social platforms to health and wellness products are growing, and fitness communities are driving sustained interest and purchasing well beyond the opening of the year.

Deliberate by design

February's data reflects a consistent pattern that we’ve noticed developing over a longer period: British shoppers aren’t closing their wallets completely – rather, they’re making more careful, considered decisions about where and when to spend.  Major sales events are becoming more regular fixtures in the retail calendar – Amazon’s Spring Sale is a prime example – and savvy shoppers are happy to hold out to get maximum value.

Online retail, with its price transparency, convenience, and increasing AI capabilities, continues to benefit during periods of more cautious consumer spending. Understanding those changing consumer habits and planning around moments when shoppers are ready to spend, will become increasingly important for retailers this year.

The Adobe Digital Insights team uses Adobe Analytics to analyse billions of online transactions every month.

Visit the Adobe Analytics page to see how your business can benefit from deep and detailed insights like these.