Online retail sales maintained growth in August, according to early data from the U.S. Department of Commerce, as consumers continued back-to-school shopping.
Meanwhile, total retail sales grew as well, albeit at a fraction of the pace. Total retail sales in August reached $732.01 billion, according to Commerce Department data. That’s 0.6% growth compared to July 2025, when total sales reached $727.41 billion, as well as 5% growth compared to August 2024. It’s also the most sales in a single month to date, based on early Commerce Department data.
The National Retail Federation also attributed growth to consumers once again trying “to beat rising tariffs that could be beginning to affect prices.” And “even with weaker job growth,” consumers are still able to spend on household priorities, according to NRF president and CEO Matthew Shay. Nonetheless, consumers are reducing their spending on “less-essential services,” he added.
“Consumer spending rose again in August, fueled by a still-stable consumer and a robust back-to-school shopping season,” Shay said in a statement. “Spending was supported by lower fuel costs, tax-free holidays and consumers buying products before tariff increases take effect.”
Online retail sales in August
August online retail sales reached $129.81 billion, according to Commerce Department data.
That’s 2.0% growth over July 2025 U.S. ecommerce sales. July benefited from early back-to-school shopping, Independence Day sales and summer promotions, including Amazon’s Prime Day event. Digital Commerce 360 previously reported that throughout the duration of the 2025 Prime Day event, U.S. consumers spent $24.1 billion online — and that’s excluding sales on Amazon. That’s the equivalent of combining Black Friday and Cyber Monday online sales in 2024 ($10.8 billion and $13.3 billion, respectively).
Still, August 2025 online retail sales also grew 10.1% compared to August 2024. Furthermore, it marks the highest single-month total for ecommerce sales this year, early Commerce Department data shows.
At the same time, U.S. online grocery sales reached a new peak in August, exceeding $11 billion for the first time. That’s nearly $1 billion more than the previous single-month record. Online grocery sales accounted for 8.6% of August ecommerce activity, according to Digital Commerce 360 analysis.
NRF monthly sales growth breakdown by category
Sales decreased month over month in almost all retail categories
- Online and other digital product sales grew 1.58% month over month.
- Clothing and accessories stores (up 0.2%)
- Furniture and home furnishings stores (up 0.23%)
- General merchandise stores (up 0.39%)
- Grocery and beverage stores (up 0.98%)
- Building and garden supply stores (down 2.13%)
- Electronics and appliance stores (down 0.28%)
- Health and personal care stores (down 0.07%)
- Sporting goods, hobby, music and book stores (down 0.82%)
Sales grew year over year in almost all categories
- Online and other digital product sales increased 25.98% year over year.
- Sporting goods, hobby, music and book stores (up 8.96%)
- Clothing and accessories stores (up 8.26%)
- General merchandise stores (up 7.63%)
- Grocery and beverage stores (up 7.17%)
- Electronics and appliance stores (up 3.57%)
- Health and personal care stores (up 3.25%)
- Furniture and home furnishings stores (up 3.07%)
- Building and garden supply stores (down 7.77%)
Click here to read last month’s update on U.S. online retail sales.
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