January Apparel Spending Insights

• The Finding: So far in January, apparel shoppers spent 12% more per order than they did in December, according to exclusive data from PrettyDamnQuick.
• Why It Matters: Failing to optimize for big spenders could mean missing out on a golden opportunity at the beginning of the year.
• What to Do About It: Lean away from discounting and prioritize messaging that emphasizes quality and durability.

The peak holiday shopping season gets all of the headlines. Brands pull out all the stops to capitalize on shoppers looking to take care of everyone on their list.

Then comes the post-holiday slump in January.

But there may be more to that story, according to data from PrettyDamnQuick, which powered 58.8 million orders and $9 billion in gross merchandise volume (GMV) in 2025.

It turns out that people still spend plenty of money while shopping online in January, especially on clothing. Assuming that January is a dead season may mean missing out on an opportunity to capture shoppers ready to make premium purchases.

Basket Sizes Grew After the Holiday Season

In 2025, PrettyDamnQuick powered over 16.6 million orders and over $2.3 billion in GMV for apparel customers like Caden Lane, LoveShackFancy, ThirdLove, and James Perse.

A review of PrettyDamnQuick’s apparel customer data found that average order values (AOV) rose 12% overall between December and January, going from $148 to $166.

The trend was even more pronounced for new customers; their AOV rose from $137 in December to $159 so far in January, or a 16% increase.

Shoppers are still making fewer purchases overall in January, with orders in the apparel category falling 47% month over month, as expected. But those who are buying tend to spend more per order than they did in December.

One menswear brand has seen its AOV rise nearly 29% month-over-month, reaching $215 so far in January, according to PrettyDamnQuick’s data. And AOV for one women’s fashion brand has gone up 22% so far this month.

In other words: January may have less traffic than December, but buyer intent is stronger.

Not a One-Off: 2024 Followed the Same Pattern

There was a similar trend in January spending on apparel last year, with AOV rising from $128 in December 2024 to $135 in January 2025.

Why This Happened

It’s counterintuitive, but a few factors could be driving this shopper behavior:

• The Gift-Card Effect: People who received gift cards during the holidays may be making larger, more considered purchases than they did in December, when gift shopping put demands on their time and attention.
• Post-Holiday Clearances: Discounts at the beginning of January may have had shoppers buying multiple items at once, increasing the size of their baskets.
• Returns and Exchanges: Customers might return gifts and purchase the item they actually wanted, even if it costs more.
• “New Year, New Me”: Many people look at the new year as a fresh start, or an opportunity to substantially upgrade their wardrobe rather than make a few one-off purchases.
• Fewer Promotions: Without all of the holiday deals, shoppers may be buying more items full-price than they did in December.

What to Do Next

It’s not too late to make the most of the trend as January wraps up and February begins.

Try some of these strategies to guide high-intent shoppers towards bigger purchases:

• Minimize Discounts: End the heavy discounting of the holiday season and instead experiment with targeted offers.
• Lean Into “Treat Yourself” Messaging: Emphasize quality, durability, and the chance to flex your personal style.
• Capitalize on Gift Card Traffic: Shoppers are likely to spend more than the gift card value, so suggest complementary items to increase basket size.

January might be quieter than November and December overall, but the data suggests that apparel brands that optimize for intent could see their AOV soar.

Madeline Stone writes data-backed content for PrettyDamnQuick. She previously wrote about the e-commerce industry as a longtime reporter at Business Insider.

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