Half of UK shoppers will buy most of their Christmas presents online
With Christmas less than two months away, retailers need to make sure that their website and online marketing strategy are fully optimised to maximise sales over this critical festive period.
The online channel is continuing to grow in importance every year. The latest eCustomerServiceIndex from eDigitalResearch and IMRG, found the 95 per cent of online shoppers are planning to buy Christmas presents online this year, and 26 per cent of respondents said that they planned to buy more online than they did last year.
A recent study by media planning agency Kinetic backed this up, with 9 out of 10 internet users planning to shop online this Christmas and more than half of users planning to buy most of their gifts online. Online was the most popular channel with only 84 per cent of respondents planning to shop on the high street and 79 per cent of respondents planning to shop in shopping centres.
Obviously, shopping preferences differ depending on the types of gifts being purchased. Respondents were twice as likely to buy CDs, DVDs and books online than in store. Electronic gifts were also more likely to be bought online. However, customers preferred to buy gifts such as clothing, footwear, perfume and cosmetics in store.
Retailers need to ensure that their online offering is fully optimised as soon as possible to capitalise on this online market, as the majority of UK shoppers have already started shopping. The study by Kinetic showed that only 19 per cent of shoppers wait until December to start shopping.
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