December was an extraordinary month for UK retail sales. Accelerating this trend was the increasing demand for e-commerce jewellery. Retail sales climbed 0.4% in December, according to new data from the U.K.’s Office for National Statistics (ONS). Internet retailers took advantage of how consumers want to shop, reaping enormous rewards over the holiday season.
In all likelihood, online jewellers enjoyed an absolutely amazing Christmas this year. As the pandemic unfolded, consumers rushed online to purchase more physical precious metals — gold, silver, and platinum. This macroeconomic trend is part of a larger pattern, where consumers flock to safer assets in times of uncertainty. Global Factors Last year, increasing gold and silver prices put pressure on increased demand. Consequently, online jewellers are seeing huge jumps in sales.
The online jewellery sales segment’s buoyant performance reflects a wider trend in the retail sector. Non-store retailers, mostly online sellers but including street stalls and market traders, fared better in 2025. These retailers broke through the barriers that stymied every other sector. They accounted for the huge recent increase in sales, leading the retail comeback.
The sectors of retail we’d think of as traditional – like supermarkets and department stores – had a very hard time over that same stretch. Sales volumes for these categories plummeted by 0.3% in the last quarter of last year. This drop is relative to the quarter prior. All other retailers excluding food fell as well—with non-food retailers—including clothing and household goods—down 0.9%.
According to the ONS data released this morning, December’s retail sales increased by more than expected. Sales overall remain below where they were prior to the coronavirus pandemic in 2019. This ongoing discrepancy highlights the challenges faced by many traditional retail formats as they adapt to changing consumer behaviors post-pandemic.
Taking a longer view, retail sales grew by 1.3% for all of 2025. This trend was further supported by the growing strength of e-commerce, including in areas that have long been dominated by in-person shopping like jewellery. Analysts are pointing to a big jump in the move to e-commerce. This trend is most pronounced among buyers looking for one-of-a-kind, special gifts during peak holiday times.