Warm weather has been blamed on the slowest growth in monthly online sales since 2010.
IMRG reported 7% year-on-year growth in September, the second lowest ever growth rate in the Index and the slowest in four years, while the clothing sector grew by just 0.3% year-on-year over the month.
These results suggests the warm weather discouraged shoppers from updating their wardrobes until autumn really sets in. However, whilst footwear slowed to 4.5% year-on-year, accessories continued to perform strongly with sales up 48% year-on-year.
"The unseasonably warm weather last month clearly had a negative effect on the online retail industry, with apparel merchants in particular seeing a significant impact on sales,” said IMRG CIO Tina Spooner.
“As clothing and fashion merchants launched their autumn / winter ranges, temperatures during September reached levels significantly above early autumn averages so it is no surprise that winter coats and boots were not at the top of our online shopping lists. This is not the first time we have seen unseasonal weather having a detrimental effect on e-retail sales, however, on a more positive note, it appears the milder temperatures during September boosted sales of beer, wine and spirits and garden products.”