Mobile & AI power record UK online Christmas sales

UK online retail spending reached record levels in 2025, with shoppers increasing spend during the Christmas trading period and shifting more purchasing activity to mobile devices, according to Adobe Digital Insights data.

The data shows UK consumers spent £26.9 billion online during November and December 2025. That figure rose 4.1% from the same period in 2024. Adobe said this was the highest online spending Christmas period on record.

For the full year, online spend reached £118.5 billion. That marked a 2.8% increase on 2024 and another record, the data shows.

Adobe linked the late-year performance to discounting and concentrated spending on key sales dates. The company also pointed to changes in how consumers researched products before buying.

GenAI referrals

Adobe said traffic to retail sites from AI sources rose sharply during the holiday period. It reported a 329% year-on-year increase in traffic to retail sites from AI sources during November and December.

Adobe also reported a significant jump on Boxing Day. It said AI-driven referrals on Boxing Day rose 685% compared with the 2024 figure.

The company said the overall volumes remained small relative to other channels. It argued the growth showed an emerging behaviour as shoppers use generative AI tools for product research and price comparisons before visiting a retailer's site.

Mobile spending

Mobile devices accounted for the majority of online spend during the holiday period, according to the data. Adobe said £16.5 billion was spent on mobile devices in November and December. That represented a 14.1% increase from 2024.

Adobe said mobile made up 61.5% of total online spend during the period. It noted that mobile spending has exceeded desktop and laptop spending in the UK for several years.

The company linked the trend to the growing use of generative AI tools and other discovery channels. It said shoppers often arrive at retail sites closer to a purchase decision after using these tools.

Peak shopping

Major promotional events again concentrated spending into a small number of days, according to the data. Adobe said Black Friday was the biggest online shopping day of the year, with £1.16 billion spent.

Cyber Weekend delivered £3.8 billion in online spend, it said. Adobe also reported that Boxing Day passed £500 million.

Adobe said consumer behaviour shifted during the holiday period compared with the rest of the year. It described a more price-driven approach across 2025, with consumers trading down and searching for lower-priced options.

During November and December, Adobe said deeper discounts changed buying patterns in some categories. It reported a higher share of more expensive items sold compared with other parts of the year.

Adobe said that across November and December, "the share of the most expensive items sold across different categories was 14% higher compared with the rest of 2025."

Retail outlook

Adobe framed the end of 2025 as a period of selective spending. It said shoppers showed willingness to spend more when discounts, perceived value, and the online buying process aligned with expectations.

Adobe said retailers faced a changing set of routes into online stores, as shoppers increasingly used generative AI tools alongside established search and social channels. It said mobile experience remained a central factor in conversion, given the share of spending taking place on smartphones.

Adobe said retailers entered 2026 with evidence of stronger late-year demand, growing mobile reliance, and fast growth in AI-driven referrals. It said the coming year would bring further changes as more AI services add shopping features and integrations.