The Rise and Fall in Retail eCommerce: Analysing October 2025

Introduction

In the dynamic world of retail eCommerce, each month brings fresh developments in consumer behaviour, seasonal shifts, and competitive positioning. For October 2025, we see notable divergences across product categories - some sectors are posting strong gains, while others are facing headwinds. For retailers, understanding these shifts can help inform inventory, marketing, and promotional strategies as we approach the year‑end rush.

Below we’ll highlight three strong performers, three under‑performers, and what these results might mean going forward.

 

Top‑Performing Sectors

Here are three categories that stood out positively in October.

1. Gifts (+50.8%)

The Gifts category posted an impressive +50.8% increase in the Sales Performance Index.

• This clearly signals accelerated early‑holiday shopping behaviour - consumers are moving ahead of the traditional peak gifting period.
  
  

• Retailers who position early promotions, personalised gift sets, and easy‑buy experiences will likely benefit the most.
  
  

• With such strong growth, this category is a clear “win” for October and sets the tone for Q4.
  
  

2. Health & Beauty (+25.0%) → especially Fragrance (+52.1%)

The broader Health & Beauty sector rose by +25.0%, but within that:

• Fragrance saw +52.1% - an exceptional performance.
  
  

• Skincare (+27.4%), Beauty overall (+30.6%) also posted healthy gains.
  
  

• Makeup (+14.7%) and Haircare (+16.9%) did more modestly.
  This shows strong consumer interest in premium or gifting‑oriented beauty segments (especially fragrance) - likely linked to gifting, seasonality, and perhaps renewed consumer confidence.
  
  

3. Mobile Commerce (+14.3%) → Tablet (+15.7%), Smartphone (+14.0%)

Mobile Commerce overall clocked +14.3%, with tablets rising +15.7% and smartphones +14.0%.

• This suggests strong mobile‑driven purchasing, and perhaps enhanced mobile shopping experiences.
  
  

• It also reinforces the importance of mobile optimisation, app experiences, and mobile‑first marketing for eCommerce platforms.
  
  

Under‑Performing Sectors

Conversely, these three categories posted weaker or negative results and warrant attention.

1. Sports & Outdoors (−12.5%)

The Sports & Outdoors category declined by −12.5%.

• This drop may reflect seasonal behaviour (less outdoor activity as weather shifts) or consumers prioritising other categories.
  
  

• Retailers in this space may need to pivot messaging (e.g., indoor fitness, home gym equipment) or align inventory with off‑season demand.
  
  

2. Jewellery (−8.3%)

The Jewellery sector recorded −8.3%.

• This is somewhat surprising given the gifting/holiday season approaching, but may indicate consumer caution, price sensitivity (precious metal cost), or postponement of high‑ticket discretionary purchases.
  
  

• Retailers might need to emphasise value, smaller‑ticket items, or financing options to stimulate demand.
  
  

3. Garden (–20.8%) overall

“Garden” within Home & Garden fell by −20.8%, with sub‑categories: Garden Furnishings (−25.4%) and Gardening (−15.3%).

• As expected, the outdoor/garden segment is clearly facing seasonal decline as households shift focus indoors.
  
  

• This reinforces the need to transition messaging: for example emphasising indoor garden, plant care, or pre‑spring pre‑orders rather than expecting strong late‑autumn garden furniture sales.
  
  

 

Other Notable Category Observations

• Total Market grew +8.2% - a moderate growth baseline.
  
  

• Beers & Wines posted +24.7% - strong, possibly indicating social/entertainment spending has revived (or early festive drinking).
  
  

• Clothing overall +5.1%: Within that, Menswear +12.5% did well; Womenswear +2.5% was modest; Footwear +7.3%; Accessories +0.1%; Lingerie +3.6%. This suggests menswear is driving strength in apparel, while some segments remain subdued.
  
  

• Electricals had mixed results: Audio +8.9%, Visual & Entertainment +9.1%, Large Appliances +9.6%, Small Appliances +10.7%. These are solid gains, likely tied to pre‑holiday electronics buying.
  
  

• Home & Garden (overall +5.2%): Home segment +7.0% (Furniture +5.4%, Homewares & Decorations +10.0%, Home Improvement +7.2%) did okay; but Garden dragged heavily.
  
  

• Accessories & Hobbies +4.2% (slow growth).
  
  

• Gaming & Computing only +0.3% (nearly flat) - this is interesting given typical holiday ramp‑up; perhaps supply constraints or delayed launches.
  
  

 

Looking Ahead: What Retailers Should Focus On

For the strong sectors:

• Gifts & Fragrance: Double‑down on early holiday promos, personalisation, limited editions, omnichannel convenience (e.g. click‑and‑collect).
  
  

• Mobile commerce: Ensure seamless mobile checkout, mobile‑app engagement, push notifications, in‑app exclusive offers.
  
  

• Health & Beauty: Leverage gifting frames, premiumisation, bundle offers, and influencer/social campaigns.
  
  

For the weaker sectors:

• Sports & Outdoors: Shift focus to indoor/at‑home products or early‑next‑season messaging; stock appropriately.
  
  

• Jewellery: Consider value‑led formats, smaller‑ticket items, easy financing, tapping the gifting mindset rather than pure luxury.
  
  

• Garden: Accept the seasonal downturn and pivot to indoor gardening, preparation for spring, or maintenance/repair rather than new big‑ticket outdoor furniture.
  
  

General strategic pointers:

• With the overall market up +8.2%, there is room for growth, but performance is uneven - categories must align with seasonality and consumer priorities.
  
  

• The holiday season is looming: now is the time to build momentum in high‑performing areas and manage expectations and inventory in weaker ones.
  
  

• Mobile and digital experiences remain essential; optimised checkout, personalised marketing, and omnichannel fulfilment will help convert interest into sales.
  
  

• Monitor external factors: consumer confidence, macroeconomics, supply chain, and promotional fatigue all play a role.
  
  
  

Conclusion

October 2025 delivered a mixed bag for retail eCommerce: standout growth in Gifts, Health & Beauty (especially Fragrance) and Mobile Commerce, contrasted with meaningful declines in Garden, Jewellery and Sports & Outdoors. For retailers, the winners of this month are those aligning with gifting, mobile‑first journeys and premium/experience‑led purchases - while the losers are grappling with seasonality, deferred demand or weaker consumer appetite.

Going into Q4, retailers must act with agility: scale what’s working, pivot or reposition what isn’t, and stay mindful that consumer behaviour is shifting earlier and across channels. The year‑end window remains wide open - but the categories, channels and tactics will determine who captures the next wave of demand.