What: UK in-store sales saw their highest growth in over six months as shoppers delayed purchases to take advantage of January discounts.

Why it is important: The results underscore how economic pressures and inflation are shaping consumer timing and spending patterns.

UK in-store sales experienced their strongest growth in more than half a year as consumers strategically postponed purchases to benefit from January sales. This behaviour reflects a heightened sensitivity to price and value amid ongoing economic pressures and inflation, with shoppers increasingly timing their spending around major promotional events. Retailers responded by intensifying discounting strategies, which successfully drove foot traffic and boosted revenue for physical stores. The interplay between online and offline channels remained evident, as digital sales continued to perform strongly, but the allure of in-person deals and immediate gratification drew many consumers back to brick-and-mortar locations. While these promotional periods provided a much-needed lift for retailers, the sector’s reliance on such events also highlighted its vulnerability to external factors, such as adverse weather, which impacted footfall in January. Overall, the data underscores the importance of agile, data-driven approaches to retail strategy, as consumer behaviour continues to evolve in response to economic conditions and shifting expectations.

IADS Notes: The January surge in UK in-store sales aligns with trends reported by Fashion Network in November and December 2025, where omni-channel promotions and value-driven strategies boosted both online and physical retail. Retail Week’s December 2025 and February 2026 analyses further highlighted the impact of last-minute shopping, convenience, and external factors on footfall, while Forbes and Fashion Network confirmed the enduring appeal of in-person experiences during key sales periods.

UK shoppers held out for January sales, data shows