The Rise and Fall in Retail eCommerce: Analysing April 2026

April 2026 marked a month of fluctuating performance across retail eCommerce. As retailers head into the second quarter of the year, the data shows varying trends across different product categories. While some sectors saw strong MoM (Month-on-Month) growth, others struggled to maintain momentum. Here’s a deep dive into the April data, outlining key trends and offering insights into how retailers should adjust their strategies for the upcoming months.

The Rise & Fall of products, brands, and retail trends is increasingly shaped by data, automation, and AI. However, the real advantage comes from understanding the context behind the data, not simply automating decisions at scale. At ShoppingIQ, we believe the strongest strategies combine intelligent automation with human expertise to read between the lines and react strategically. This is something we apply every day, combining real-time data signals with human insight to help retailers make smarter commercial decisions.

Introduction

April 2026 brought a mixture of ups and downs across different retail eCommerce categories. The Total Market saw a modest increase of 2.7% in MoM growth, but certain sectors experienced significant drops. Categories such as Beers & Wines, Gifts, and Jewellery faced substantial declines, while sectors like Lingerie, Footwear, and Garden Furnishings demonstrated remarkable growth. Consumer behavior continues to fluctuate, and retailers need to stay agile to adapt to these changes as we move into Q2.

Top Performing Sectors (MoM)

1. Lingerie (+42.8%)

Lingerie saw an outstanding MoM increase of 42.8%. This surge can be attributed to an early seasonal demand, as consumers are investing in intimate wear as part of their spring and summer wardrobe updates. Retailers in this category should capitalise on the sustained interest by pushing seasonal collections and special promotions.

2. Garden Furnishings (+46.6%)

Garden Furnishings experienced a substantial MoM growth of 46.6%. With spring in full swing, outdoor living products are seeing increased demand. This category is benefiting from early preparations for outdoor spaces, and retailers should continue to promote garden-related items with a focus on eco-friendly and sustainable options.

3. Footwear (+20.3%)

Footwear performed well in April, with a 20.3% increase in MoM sales. The demand for stylish and comfortable footwear remains steady, and brands can continue to leverage seasonal fashion trends to boost sales further. Retailers should focus on highlighting new collections as well as sales of bestsellers.

Under Performing Sectors (MoM)

1. Gifts (-23.1%)

Gifts saw a significant MoM decline of 23.1%. This drop could be a result of the absence of major gifting events in April, making it a slower month for this category. Retailers may want to prepare for upcoming holidays like Mother’s Day, where gift-related sales are expected to rise.

2. Jewellery (-23.0%)

Jewellery faced a sharp decline of 23.0%, reflecting a trend of softer sales in high-value discretionary items. Unlike categories such as Health & Beauty, which saw steady demand, Jewellery is more seasonal. Retailers should consider running targeted campaigns around gifting events to drive demand.

3. Electrical (-5.0%)

The Electrical category experienced a MoM drop of 5.0%, with subcategories such as Audio (-4.0%) and Large Appliances (-7.3%) facing notable declines. While some areas like Small Appliances showed positive growth, the overall sector remains cautious, with consumers holding off on large electrical purchases.

Notable Category Trends (YoY)

1. Lingerie (+16.6%)

On a YoY basis, Lingerie continues to perform strongly with a 16.6% increase. This highlights that the demand for intimate wear has remained consistent, even as other categories have fluctuated. Retailers should continue to target this sector with seasonal promotions, focusing on variety and product innovation.

2. Small Appliances (+2.9%)

Small Appliances showed steady YoY growth of 2.9%, suggesting that consumers are still investing in essential home tech. Retailers should focus on emphasising the practicality and convenience of small appliances to maintain this upward trend.

3. Gaming & Computing (-19.7%)

On the downside, Gaming & Computing saw a sharp YoY drop of 19.7%. This could be attributed to the saturation of the market following a strong year of sales in previous quarters. As consumers tighten discretionary spending, retailers may need to adjust by offering discounts or focusing on niche gaming products to attract interest.

Looking Ahead: What Retailers Should Prioritise

For Stronger MoM Sectors

• Lingerie: Retailers should capitalise on the growing demand by pushing seasonal promotions and limited-time offers. Highlighting diverse collections and comfort-focused options will resonate with consumers looking to update their wardrobe for the warmer months.

• Garden Furnishings: Continue promoting outdoor living products with an emphasis on eco-friendly and sustainable options. Early spring campaigns focusing on preparing for summer outdoor spaces can drive further engagement.

• Footwear: Retailers should emphasise the seasonal shift towards summer footwear, including sandals, trainers, and outdoor shoes. Promotions around new collections, paired with bestsellers, will attract a wider audience.

For Weaker MoM Sectors

• Gifts: Retailers should target upcoming holidays like Mother’s Day with specific campaigns focusing on gifts, bundles, and special offers. Additionally, pushing early-bird promotions for Christmas and other major holidays could help stimulate sales in the latter half of the year.

• Jewellery: Jewellery retailers should align their promotions with seasonal gifting periods and consider offering discounts on high-value pieces. Special campaigns for Mother's Day, weddings, and anniversaries could help drive consumer interest.

• Electrical: For Electrical, the focus should be on promoting smaller, essential appliances that appeal to consumers looking for cost-effective solutions. Offering extended warranties or bundling deals could help stimulate demand for larger electrical products.

Conclusion

April 2026’s retail performance offers a mixed picture, with strong gains in certain categories and substantial losses in others. As we move into the second quarter, retailers should focus on boosting sales in strong-performing sectors like Lingerie, Footwear, and Garden Furnishings. For the underperforming sectors, a more targeted approach will be required. Promotions around gifting holidays, for example, could help revitalise the Gifts category, while Jewellery retailers should focus on special occasion campaigns. Overall, the key to success in Q2 will be adapting quickly to seasonal changes and staying on top of shifting consumer preferences.