Digital shoppers keep calm and carry on post-Brexit, Demandware reports


Despite recent reports that footfall on Britain’s high streets has fallen dramatically in the wake of Brexit, Demandware reveals that online tells a different story. Based on the period between Saturday 25 June – Sunday 3 July, analysis from the Demandware Shopping Index suggests that spend has actually increased 22% (breakdown below).

Sharon Forder, senior director of marketing at Demandware, said: “Contrary to the latest reports about what’s been happening on the high street, Britain’s digital shoppers are continuing to keep calm and carry on post-Brexit, fuelling a rise in online spending.

“Online purchases in the UK are up 22% from this same period last year. In particular, apparel has jumped up 24% year-on-year and outdoor goods has experienced a 21% rise.

“However, while consumers appear upbeat, this is a sector that is rapidly changing and retailers must not sit on their hands.

“Trade negotiations will still take several years to work through but as the picture for Britain’s future becomes clearer, the focus in retail will turn to taxes, tariffs, travel and regulation.

“To ward off sterling’s weakness and changes in public sentiment during this interim period, retailers need to remain rational and maintain consumer confidence by focusing on delivering a great customer experience across all channels.”

From the period Saturday 25 June – Sunday 3 July:

All categories

Traffic – 29%

Rev – 22%

Selected categories


Visits: 27%

Rev: 24%

Consumer goods

Visits: 42%

Rev: -6%


Visits: 35%

Rev: 36%

Health and beauty

Visits: 10%

Rev: -1%


Visits: 6%

Rev: 21%

Data is taken from the Demandware Shopping Index, which measures digital commerce growth based on an analysis of the shopping activity of more than 400 million shoppers worldwide. This index considers shopper frequency, conversion, average order values and net change in shoppers.