2024 HOLIDAY SHOPPING TRENDS
Get insights into the 2024 seasonal retail trends.
During the year’s busiest retail season, we analyzed trillions of data points using Adobe Analytics. Use this holiday spending data to help you forecast and surpass customer expectations in the year ahead.
The 2024 UK seasonal shopping data is here.
Top level insights from the 2024 holiday season showed increased online activity and a growing preference for flexible payment options — including buy now, pay later (BNPL).
Total Spend
Mobile Spend
BNPL Spend
Top-line spend
UK shoppers spent £25.8 billion online between Nov 1 – Dec 31, 2024, up 5.9% YoY, as shoppers took advantage of deep discounts and sales. This brings total online UK consumer spend to £115.3 bn for 2024 (up 3.7% YoY).
Spend by Month
Consumer spend during the holiday season
Revenue by day
Spend on Key Days
Discounts
Online retailers offered strong seasonal discounts during the 2024 holiday season, with price-cuts averaging 7.3%, up from the 7% average during the 2023 season. Increased consumer price-sensitivity made these seasonal promotions more effective at driving an uptick in spending, adding an incremental £220M in online spending over the course of the holiday season. The deeper discounts and stronger consumer response helped to boost online spending up 23.7% compared to daily levels in October, up from the 21.7% observed during the same period in 2023.
Discounts
See when the best prices showed up for top categories. Click the products below to filter your view.
Oct 1st – Dec 31st, 2024
Additional Discounts
See when the best prices showed up for top categories. Click the products below to filter your view.
Oct 1st – Dec 31st, 2024
Mobile spending
£14.5 billion was spent via mobile during the holiday period, representing 7.4% growth from last year, and accounting for 56% of total online spend.
Spend by Device Type
Mobile Revenue Share During the Holiday Season
Buy now, pay later
UK shoppers spent £3.6 billion through Buy Now, Pay Later services during the holiday season, up 9.1% from 2023. Cyber Monday saw £152.8m spent through the payment method, a new record for highest single day spending via the service.
BNPL Spend on Key Days
BNPL Spend During the Holiday Season
Hot products
The most popular products during the holiday period this year include: jewellery, gift cards, perfume and fragrance sets, footwear, hair appliances, smart TVs, laptops, Bluetooth speakers and headphones, smart watches, PlayStation 5, Xbox Series S/X, Nintendo Switch, Call of Duty: Black Ops 6, EA Sports FC 25, NBA 2k25, electric scooters, LEGO sets, board games, soft / plush toys, and Tonies Audio Play Figurines.
Hot products in 2024
Shipping methods
Click-and-Collect continues to be an important shipping option for consumers. 10.7% of orders (for retailers who offer the service) used curbside pickup this holiday season. Curbside pickup hit its peak on December 15th as shoppers leveraged the fulfillment method for last minute gifts.
Order share by shipping method
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