Seasonal events, including Valentine’s Day and Mother’s Day, helped to drive a +22% boost in online delivery volumes in the first quarter (Q1) of 2026, figures from Scurri reveal.

Across Scurri’s platform, retailers processed 46.7million shipments, up from 38.2 million in Q1 2025, while gross merchandise value (GMV) increased by €907million to €5billion, highlighting continued growth in online demand despite ongoing economic uncertainty.

However, beneath the headline growth, the data points to a more complex picture of how consumers are shopping. While seasonal events still matter, the shape of spending is changing amid category demand shifts.

Traditional gifting categories declined significantly, with gift purchases down -22.7% year-on-year and fashion also falling -17%, while practical or lifestyle-driven categories saw strong growth. Toys rose +52% during the same period, followed by homewares (+25%) and sporting equipment (+25%).

“Q1 shows that growth in ecommerce is still strong, but it is becoming more nuanced,” said Rory O’Connor, CEO and Founder of Scurri. “Seasonal events, including Valentine’s Day and Mother’s Day, continue to drive demand, but consumers are changing how and what they buy.”