September online retail sales grew 6% year over year, according to data from fraud prevention provider Signifyd.

And part of that came from online prices in September increasing year over year for the first time since 2023, based on Signifyd data. In addition, the data showed that September online prices increased 0.82% in 2025 compared to 2024.

In contrast, online prices had fallen the most in the last two years during October 2024, about 3.7% year over year.

Along with the increase in prices, the online retail sales growth in September came as consumers continued to buy more.

“Shoppers remained focused on finding value for their money, including trading down for cheaper items,” according to Signifyd.

Overall, U.S. retail sales in September 2025 — excluding automobiles and gasoline — grew 5.42% compared to the same month in 2024, according to data from the National Retail Federation. And compared to August 2025, September retail sales decreased 0.66%, NRF data showed.

That compares to 5.72% year-over-year growth in August 2025, as well as a 0.49% month-over-month decline. The U.S. Department of Commerce, which typically releases monthly retail sales reports, has not yet published September data. The delay is tied to the government shutdown.

On the Census.gov website, a notification reads: “Due to the lapse of federal funding, portions of this website are not being updated. Any inquiries submitted via www.census.gov will not be answered until appropriations are enacted.”

Online retail sales in September 2025

September’s online sales provide “encouragement” for merchants going into the holiday shopping season, according to Mike Cassidy, head of storytelling at Signifyd.

“While shoppers were continuing to trade down and expressing concerns about rising prices, they continued to spend,” Cassidy told Digital Commerce 360. “We’re expecting retailers to respond by strategically offering discounts to attract value-driven consumers, while still protecting margins in the face of rising tariff-related costs.”

Cassidy called it notable that online prices increased year over year in September for the first time in at least two years.

“But it’s a trend that’s been evident for months,” Cassidy said. “It will be interesting to see whether ecommerce prices regain their status as a deflationary force as competition for consumers’ business heats up during the holiday season.”

September also saw online grocery sales reach $12.5 billion, according to a previous Digital Commerce 360 report. That set a new record for monthly online grocery sales in the U.S. by about $1.3 billion.

Although government data on September 2025 online (and total) retail sales remain unavailable, historical data indicates the month followed a trend consistent throughout the past six years. Commerce Department data indicates each September since 2019 has seen a decrease in online sales compared to the August directly preceding it, but an increase compared to the prior September.

However, that trend is not evident in total retail sales. Since 2020, only 2022 experienced a September in which total retail sales declined compared to the August directly preceding it. Each September in that time frame has seen total retail sales increase year over year.

“Retail sales dipped in September as consumers hit the pause button after two solid months of back-to-school spending,” said Matthew Shay, NRF president and CEO, in a statement. “Amid continued economic uncertainty, consumers opted to preserve spending power in preparation for the important holiday season. While month-over-month spending data has fluctuated as consumers have reacted to changing circumstances, year-over-year gains show robust growth and signal momentum as we head into the holidays.”

NRF monthly sales growth breakdown by category

Sales decreased month over month in almost all retail categories

• Online and other digital product sales grew 0.52% month over month.
• Sporting goods, hobby, music and book stores (up 0.74%)
• Building and garden supply stores (up 0.53%)
• Health and personal care stores (up 0.38%)
• Clothing and accessories stores (down 1.06%)
• General merchandise stores (down 0.62%)
• Grocery and beverage stores (down 0.76%)
• Electronics and appliance stores (down 0.12%)
• Furniture and home furnishings stores (down 1.87%)

Sales grew year over year in almost all categories

• Online and other digital product sales increased 21.35% year over year.
• Sporting goods, hobby, music and book stores were (up 8.81%)
• Clothing and accessories stores (up 7.35%)
• General merchandise stores (up 5.52%)
• Grocery and beverage stores (up 4.79%)
• Health and personal care stores (up 4.65%)
• Electronics and appliance stores (up 4.43%)
• Furniture and home furnishings stores (up 0.56%)
• Building and garden supply stores (down 1.2%)

Click here to read last month’s update on U.S. online retail sales.

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