Online clothing sales continued their upward trajectory in February as the UK Government announced a roadmap out of lockdown and consumers were given increased reasons to refresh their wardrobes.

After a tough 2020, clothing sales continued January’s upward trend with 21.3% growth year-on-year in February. Footwear – the subcategory worst hit by the pandemic – also reported growth of 8%. In the week of the announcement, this rose to 46.7% as consumers looked forward to stepping back into normality, according to the latest IMRG Capgemini Online Retail Index, which tracks the online sales performance of over 200 retailers.

Though not quite at January’s record-breaking levels of 74% growth, overall online retail sales in February continued to show strong growth, climbing by 69.5% year-on-year, still significantly higher than the rolling averages of three, six, and 12 months (+57.1% +42.5% and +42.7%, year-on-year, respectively).

“February growth remains strong as we near a full year since the pandemic closed the high street for the first time. Online growth has been highest in this third national lockdown, however, as we approach the year-on-year comparisons against the swings of 2020 we are likely to see some interesting metrics play out over the next few months,” Lucy Gibbs, managing consultant at Retail Insight, Capgemini, notes.

“For example, electricals and home and garden, up 158% and 131% in February, have seen unprecedented growth figures since the pandemic began. This will mean that even if there is continued strong demand in these categories, we are likely to see swings to the negative compared to last year. 

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“On the positive side of things, pent-up demand will benefit sectors such as clothing where spending has been low throughout the pandemic. Increased reasons to refresh wardrobes and social events making their way back onto the calendar will also provide a much-needed boost and hopefully a strong performance for 2021. We are already starting to see revival in this category; the change in season and the lockdown easing roadmap has put a spring in the step for clothing and footwear sales this month.”