UK consumers have spent £10.4 billion online in October, an increase of five per cent year-on-year according to data from Adobe.
The figure marks the highest ever online expenditure total in October and 58 per cent higher than in 2019, pre-pandemic.
The UK’s year-to-date ecommerce spend as reached £94 billion as a result, up 12 per cent year-on-year when compared with pre-pandemic levels in 2019.
Adobe has said that it believes the nation will eclipse the figures of last year and set a new record for ecommerce sales, with Christmas still to come.
The data comes from Adobe Analytics, which analysis billions of online transactions that have passed through UK retail sites.
Adobe also conducted a survey of around 2,000 UK consumers in the first week of November.
Data from this study found that UK shoppers are prioritising convenience over hunting down the best price for their items, with 59 per cent fearing prices will be higher this year than last year.
The study also revealed that UK consumers’ interest in the deals being offered by retailers is fast waning, alongside Black Friday fatigue which is causing them to just ignore it all together.
“UK online spend continues to hit new heights as we come into the crucial Christmas trading period, even outperforming 2020 figures when consumers had little option but to shop online,” Adobe president of international Paul Robson said.
“We are seeing a growing scepticism around pre-Christmas discounts and shopping events like Black Friday, with many consumers putting convenience first this year and looking to get all their gifts from a single retailer.”
“This presents retailers with a huge opportunity. Those that can target shoppers with bespoke deals to lure them in and provide a seamless digital shopping experience will be this year’s big winners.”