UK online sales & cross-border gifting surge as travel booms

UK consumers are travelling abroad in record numbers this summer while also driving a significant increase in online shopping and cross-border gifting.

According to new figures from gifting marketplace Flowwow and affiliate platform Admitad, online orders in the UK have risen by 7% this summer. At the same time, cross-border deliveries of gifts surged by 138% in just six weeks, already surpassing the volume of the entire 2024 season.

Shifting shopping habits

The British Retail Consortium (BRC) reported a 3.1% rise in total UK retail sales in June 2025, driven by consumer activity associated with notable cultural, music, and sporting events, including Wimbledon and All Points East. Online non-food sales increased by 2.3% year-on-year for the same month, just above growth rates for in-store sales. Online channels accounted for approximately 36.6% of non-food purchases, indicating the sustained popularity of digital shopping.

Admitad data indicate that in summer 2024, over 67% of UK online purchases were made through marketplaces, a trend that is expected to continue into 2025. During Amazon Prime Day in July, UK online sales reached GBP £2.08 billion - an 11.1% increase year-on-year during the same four-day period and double the value of 2024 Black Friday. This event marked the year's peak for online sales so far.

Mobile commerce continues to grow, with Admitad's study revealing that mobile purchases increased from 24% to 28%. Consumers are increasingly using their phones for shopping, particularly in categories like fashion (26%), home and garden (18.6%), and electronics (14%). Online gaming also saw a notable 27% year-on-year increase.

Sectors such as toys and hobbies (up 10.3%) and sporting goods (up 4.7%) have experienced growth, reflecting higher leisure activity during school holidays and summer events. In the first half of 2025, order volumes climbed 2%, gross merchandise value (GMV) rose 3%, and average order value reached USD $57.

Anna Gidirim, CEO of Admitad, notes:

"The growth of digital shopping is inseparably linked to the content strategies brands are embracing, making digital channels a crucial influence on consumer behaviour. Social networks contribute to 7% of sales, 15% of purchases arise from curated product feeds, and 13% are influenced by content-driven platforms, especially for gifting and impulse buys. These figures reflect a shift toward experience-driven shopping, where consumers value meaningful stories and personalized discovery. For retailers, this is a signal to invest in authentic storytelling and curated content to build long-term loyalty."

Gidirim highlighted these digital trends as significant drivers of consumer behaviour. Data also suggest that British shoppers maintain a strong focus on value, with nearly 21% using promo codes and over 17% motivated by cashback schemes. VoucherCodes registered 4.4 million visits in June 2025, with mobile traffic accounting for around 80% during peak periods, indicating a need for seamless discount integration on mobile platforms.

The impact of travel on gifting

Data from Flowwow demonstrates that the sharp increase in cross-border gifting aligns with record outbound tourism, with 92 million UK residents expected to travel abroad in 2025. Domestic gifting within the UK also increased from 22% to 27% of total gift traffic, suggesting stronger emotional engagement both locally and internationally amid increased mobility.

The types of gifts sent are diversifying. While flowers remain the most common, their share has fallen from 85.8% to 77% as consumers have turned more towards confectionery (up from 0.6% to 7%) and other personalised gifts, a sign of growing interest in gastronomic and experiential options.

The United States (16%) and the United Arab Emirates (8%) remain the top origins for gifts sent to the UK, reflecting long-standing migration links. Kazakhstan (9.8%) and Turkey (8.6%) are emerging as rapidly growing markets. Flows align with the movements of approximately 200,000 Britons in the US and over 240,000 in the UAE.

Slava Bogan, CEO of Flowwow, pointed to this trend as an example of the enduring role of gifting in maintaining personal ties during periods of high mobility: 

"Gift-giving this summer continues to show strong emotional significance, with the average order value for gifts sent within the UK holding steady at around $147, fluctuating modestly between +8% and +10% year-on-year. This reflects how consumers use gifting as a meaningful way to maintain connections, especially as travel resumes and physical distances grow. As more people journey abroad, gifting becomes an essential gesture to bridge emotional gaps."

Outbound gifting from the UK to other countries grew 2.4 times in early summer 2025 compared with the previous year. The UAE became the primary outbound destination (24%, up more than fivefold), followed by Spain (20%), Poland (7.7%), France (5%), and Germany (1.5%). European nations now account for 34.4% of outbound gifting destinations, underscoring their enduring cultural and emotional connections with UK residents.

Sector outlook

Projections for 2025 suggest UK online sales will grow by 6-7%, with a 7-9% expected increase in GMV. Food delivery, online gaming, and sporting goods are among the fastest-growing segments. The combined rise in cross-border gifting and digital shopping signals that UK consumers are embracing digital platforms both for convenience and to maintain emotional connections with loved ones during the busy summer travel season.