Retail sales post February gains as ecommerce growth continues

Retail sales posted gains in February 2026 amid widespread winter storms, according to the National Retail Federation, while separate data from the U.S. Census Bureau showed ecommerce grew to an estimated $316.1 billion in the fourth quarter of 2025.

"Despite harsh winter weather, consumer spending grew once again in February, supported by continued wage gains and overall low unemployment levels," NRF President and CEO Matthew Shay said in a statement. "This is the fifth consecutive month that sales rose from the month before, and year-over-year gains were strong."

Shay added, "With renewed fighting in the Middle East and its impact on global economies, retailers remain heavily focused on delivering products at competitive prices to value conscious consumers."

Total retail sales, excluding automotive dealers and gasoline stations, were up 0.28 percent seasonally adjusted month over month, and up 6.24 percent unadjusted year over year in February, according to the CNBC/NRF Retail Monitor.

The Retail Monitor calculation of core retail sales (excluding restaurants as well as automotive dealerships and gas stations) was up 0.27 percent month over month in February and up 5.87 percent year over year. That compares to increases of 0.15 percent month over month and 5.51 percent respectively year over year in January.

Total sales were up 6.04 percent year over year for the first two months of the year, and core sales were up 5.76 percent.

Total sales top 1.9 trillion for Q4

The ecommerce sales estimated by the Census Bureau for the fourth quarter of 2025 ($316.1 billion) represented a 1.7 percent increase over the third quarter. Total retail sales, by the Census Bureau's count, for the fourth quarter were $1.9 trillion, an increase of 0.4 percent over the third quarter.

Fourth quarter ecommerce estimates represented a 5.3 percent increase over fourth quarter 2024, while total retail sales grew 2.7 percent in the same period, the Census Bureau noted, adding that ecommerce sales in 2025 accounted for 16.4 percent of total sales. In 2024 ecommerce accounted for 16.1 percent of total sales.

The NRF and Census Bureau numbers differ because Retail Monitor uses actual anonymized credit and debit card purchase data compiled by Affinity Solutions, a data intelligence platform. The Census Bureau collects its numbers using a voluntary survey of retail firms, and includes card as well as other transactions.

Sales up in all but one category

The NRF reports that February sales were up in all but one of nine categories tracked, led by clothing stores, health and personal care stores and general merchandise stores. They were up in five categories on a monthly basis. Specifics from key sectors include:

• Clothing and accessories stores were up 0.66 percent month over month seasonally adjusted and up 11.05 percent year over year unadjusted.

• Health and personal care stores were up 0.5 percent month over month seasonally adjusted; up 9.33% year over year unadjusted.

• General merchandise stores were up 0.27 percent month over month seasonally adjusted and up 7.77 percent year over year unadjusted.

• Sporting goods, hobby, music and book stores were down 0.02 percent month over month seasonally adjusted, but up 6.53 percent year over year unadjusted.

• Grocery and beverage stores were up 0.3 percent month over month seasonally adjusted and up 4.57 percent year over year unadjusted.

• Electronics and appliance stores were down 0.07 percent month over month seasonally adjusted but up 4.37 percent year over year unadjusted.

• Furniture and home furnishings stores were down 0.27 percent month over month seasonally adjusted but up 3.07 percent year over year unadjusted.

• Digital products (such as electronic books and games) were up 0.98 percent month over month seasonally adjusted and up 2.36 percent year over year unadjusted.

• Building and garden supply stores were down 0.25 percent month over month seasonally adjusted and down 5.75 percent year over year unadjusted.

Overall, the data suggests steady consumer demand, even as broader economic conditions remain uncertain.

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