Prime Day discounts and the Lionesses’ Euros run have helped deliver the UK’s best month of online spending so far this year, new data from Adobe reveals.
Online sales hit £10.7bn in July 2025 — up 7.2% year-on-year and a 17.6% jump on June’s total — as shoppers took advantage of heavy promotions and big cultural moments.
Amazon’s four-day Prime Day (8–11 July) alone drove £2.08bn in spending, up 11.1% on last year’s event. The first day of sales (8 July) became the biggest online spending day of the year so far, with £676.5m spent in just 24 hours.
Across all retail categories, online prices were down 14% on average during Prime Day — peaking at 18% discounts for apparel and TVs.
Meanwhile, the Lionesses’ semi-final victory over Italy sent online sales of England shirts soaring 750% above typical levels, with a further 325% spike recorded following the final.
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“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,” said 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.”
Online prices fell 2.9% month-on-month and were 11.9% lower than July 2024. Essential categories such as grocery and personal care saw modest price drops, while apparel and electronics saw declines of 4.4% and 3.7% respectively.
Referrals to retail sites from AI sources grew 4% on June and have surged 1200% since August 2024, highlighting the increasing role of artificial intelligence in shaping shopping habits.
It comes after Visualsoft data found that the Women’s Euros outpaced the Men’s tournament in online sales, with spending surging across fashion, sportswear and children’s categories.
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