UK shoppers spent £6.4bn online during November, equivalent to £104 per person, according to trade body IMRG’s Capgemini e-Retail Sales Index.
Sales during the month were up 23.4% on October’s figures and up 21.5% year-on-year.
Clothing, footwear and accessories saw a jump in sales as consumers rushed to pick up winter jackets and woolly socks as the big freeze set in. The sector saw a year-on-year increase of 35% which is the strongest growth for clothing for 18 months.
Clothing also experienced a 50% leap in conversion rate, suggesting consumers are not just surfing the net to window shop, but researching the best price and placing an order.
IMRG director of information Tina Spooner said: “November was a very strong month for online retailers. It has also been a very unique month - the huge rise in shopping combined with one of the heaviest snowfalls in recent years has proved challenging for many online retailers.
“It will be interesting to see how this will affect consumer confidence and whether it will result in a weaker than expected December.”