British consumers are expected to spend a record £28.92 billion online between 1 November and 31 December 2026, according to Adobe’s latest UK festive shopping forecast.
The projection represents a 6.2 per cent increase compared with the same period last year. It suggests that online shopping will continue to play an important role in the way households purchase Christmas presents and seasonal products.
The four-day Black Friday and Cyber Monday shopping period is expected to generate approximately £4.05 billion in online spending. Black Friday alone is forecast to account for £1.24 billion.
Retailers are preparing for increased competition as shoppers compare prices and search for discounts. Businesses are also investing in delivery services and online customer experiences.
The forecast suggests that the internet will remain one of Britain’s busiest Christmas shopping destinations. Retailers will be hoping that strong online demand translates into higher sales before the end of the year.
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