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Heavy discounting boosts online sales

Online fashion sales for the month of July jumped 22% year on year, as deep discounting spurred shoppers to spend.

Total online sales were up 19% for the month compared with 2015, and represented a 20-month high the IMRG Capgemini eRetail Sales Index reported today.

The average basket value of goods purchased online fell from £80.52 in June 2016 to £78.39 in July.

The warm weather in July led clothing sector sales to rise 22% year on year. Footwear was up 24% and womenswear increased by 21%.

Tina Spooner, chief information officer at IMRG, said: “While we typically see average transaction values fall during the summer Sale period, the latest index results suggest multichannel retailers were discounting more heavily last month. This group recorded a 6% fall in average basket values from June, while the online-only merchants saw no change in average customer spend.”

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