Online prices in October 2026: US fashion slows again, jewelry eases, pet and home improvement firm up
In October 2026, full prices of the same US apparel items online were 0.9% higher than a year earlier, the slowest rate since September 2025, while US jewelry eased to 13.7% and US pet prices rose 2.2%, their fastest this year.
Every month Data Purl publishes the Shelf Indices: how the full (before-markdown) price of the same products, sold by the same online retailers, changed on a year earlier. Here is what moved in October 2026.
US fashion: slower again
Full prices of US apparel rose 0.9% on a year earlier in October, down from 1.1% in September and the slowest pace since September 2025. Footwear held at 1.2%. Among the big categories, jeans were up 2.0%, casual dresses 1.1%, sports shoes 0.4% and sunglasses 0.5%.
Discounting was steady: 47.8% of in-stock US apparel was marked down in October, at an average of 38.0% off full price.
Jewelry: still high, but easing
US jewelry prices were 13.7% higher than a year earlier, still the fastest rise of any series, but the lowest reading since February and well below the 19.6% peak in April. Earrings followed the same path, at 13.7% from 15.5% in September.
Home and pet
US home improvement prices rose 2.7%, up from 2.1% in September, and US pet prices rose 2.2%, their fastest this year. US kitchen and dining slowed to 2.0% from 3.0%.
In the UK, home goods prices fell 1.5% on a year earlier, the weakest reading this year. In Germany and Spain, apparel prices slipped back below last year's level, at -0.4%.
Eight series held for October
October is not published for eight series, which keep their history as published. For US dog food and UK milk, cheese, chocolate and biscuits, the per-unit price measure is missing from the source this month. UK crisps has been merged into a wider category in the source, and UK home improvement and US kitchen cabinets show one-off breaks rather than price moves. Each series page explains why, and we will restate them once the source is fixed.
How to cite
Data Purl, "Online prices in October 2026: US fashion slows again, jewelry eases, pet and home improvement firm up", Data Purl blog, 6 November 2026. https://data-purl.com/blog/online-prices-october-2026
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