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Industry KPIs: Everyday purchases drove Q4 online conversions as discretionary categories lagged

Article by Karen Jacobs  |  Mar 27, 2026
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Industry KPIs: Everyday purchases drove Q4 online conversions as discretionary categories lagged
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Ecommerce Sales
United States

The trend: Consumers were most likely to complete online purchases in everyday categories such as food and drink and pet care during the 2025 holiday quarter, per Industry KPI data from Grips Intelligence. Ecommerce conversion rates show these categories had the highest purchase intent in Q4.

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