New parcel data from delivery management platform Scurri suggests a notable change in how consumers are approaching discretionary spending online: overall ecommerce activity is climbing, but fashion is losing momentum. In April and May 2026, Scurri reported that fashion shipments fell 22% year on year, even as total ecommerce shipment volumes increased by more than 22% over the same period.
The divergence points to shoppers becoming more deliberate about what they buy in categories viewed as non-essential, with fashion among the most exposed. While other discretionary segments also cooled, the declines were smaller than in apparel. Shipments in cosmetics, food and drink, toys and gifting slipped by between 5% and 8%, according to the data.
By contrast, categories linked to the home and everyday lifestyle showed strong gains, suggesting spending is being redirected rather than disappearing. Homewares shipments rose 23%, while tool and DIY deliveries increased 19%. Pet and animal products grew 17%, and sports equipment shipments were up 14%, reinforcing a picture of consumers prioritising home improvement, wellbeing and practical purchases as summer approaches.
At the same time, Scurri’s findings highlight a second shift: shoppers may be buying less fashion, but they are raising the bar for delivery. Next-day delivery usage rose 29% compared with the same period last year, making it an increasingly dominant choice at checkout. Standard delivery lost ground, with the proportion of customers selecting it falling by 2.7%. Signature-required services also gained momentum, increasing by nearly 13%.
Scurri chief marketing officer Gavin Murphy said the combination of tighter purchasing and higher delivery expectations reflects a more nuanced consumer mindset. “These figures point to an interesting shift in consumer behaviour. Consumers remain cost-conscious and are carefully considering their purchases. However, once they’ve decided to buy, they increasingly want the confidence that comes from a fast, convenient and reliable delivery experience.”
Scurri said next-day delivery now represents more than 31% of preferred shipping selections, making it the leading premium option. Signature services account for a further 23%, indicating that speed and reassurance are becoming part of the perceived value of an online purchase.
The data suggests that, even under ongoing economic pressure, consumers are less inclined to compromise on fulfilment quality. Retailers that assume shoppers will always trade down to the cheapest shipping option may be misreading the moment, Murphy argued. “Retailers often assume that economic pressure means shoppers will always choose the cheapest delivery option available. Our data suggests the opposite. Delivery has become part of the product experience. Consumers may be buying fewer items, but they are increasingly willing to invest in services that help them receive those purchases more quickly and with greater confidence.”
Scurri also recorded a sharper drop in international parcel flows than in domestic shipments. Overseas deliveries from the UK fell by almost 26% year on year, suggesting consumers are approaching cross-border purchasing with more caution, potentially influenced by higher delivery charges and fulfilment complexity.
With fashion shipments fell 22% while home and lifestyle categories advanced, Scurri’s snapshot suggests UK ecommerce is not slowing so much as shifting. The message for retailers, Murphy said, is that delivery is increasingly tied to loyalty and repeat purchasing. “As competition intensifies, retailers need to recognise that delivery is no longer simply an operational function. It’s a customer experience channel and a loyalty driver. The retailers that give consumers the right balance of speed, convenience and flexibility will be best placed to win repeat business,” he concluded.
