Prime Day 2025 and Lionesses give UK online retailers a welcome boost during July as spending hits £10.7 billion

UK online retailers experienced a confidence boosting July, with e-commerce spending hitting £10.7 billion - a 7.2% year-on-year increase and a 17.6% jump on the £9.1 billion spent in June, according to research from Adobe, powered by Adobe Analytics.

July’s figures brought UK online spending for the year-to-date up to £62.1 billion, up 2.6% YoY. The uplift was largely thanks to the four-day Prime Day event which saw shoppers spend £2.08 billion across the e-commerce landscape over the sale period (up 11.1% YoY) as shoppers made the most of deep discounts. 

Across all retail categories, prices were 14% lower than normal levels, with apparel and TVs discounted by 18%. The first day of Prime Day (8th July) was the highest spending day of the year, with £676.5 million spent. 

The success of the Lionesses on the pitch also caused spending on England shirts to spike, as sales skyrocketed by 750% after the semi-final victory against Italy, and by 325% after the final when compared with normal levels.  

“Major sales moments like Prime Day and Cyber Weekend always drive significant levels of spending as price-conscious shoppers take advantage of the time limited big discounts on offer,” says Vivek Pandya, Lead Analyst at Adobe. “After a difficult few months, UK retailers will be hoping that July’s figures are the start of a strong second half and the return of a more confident consumer.” 

Consumers’ use of AI for shopping continues to grow  

Referrals to retail sites from AI sources grew by 4% compared with June, contributing to 215% growth since the start of the year. Since August 2024, AI referrals have increased by 1,200%.    

2025 RTIH INNOVATION AWARDS

Online retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.