UK shoppers to spend 45 millions hours shopping online over Christmas

Come Christmas Eve tonight, UK e-retailers are expected to see a 22 percent increase in visits compared to last year, receiving an estimated number of 105 million visits, according to the latest data published by Experian, the global information services

company.

Experian's data also revealed that UK consumers are expected to make 117 millions visits to retail websites on Christmas Day and 118 million visits on Boxing Day, which are increases of 9 percent and 5 percent respectively year-on-year.

British shoppers are predicted to spend 45 million hours shopping online over the three key holiday days; Christmas Eve, Christmas Day and Boxing Day. The UK currently on track to make over 3 billion visits to retail websites during December 2013, which would be the first time that many visits would occur within one month.

Christmas 2013 outperforms Christmas 2012 with number of online visits

James Murray, digital insight manager for Experian marketing services commented: “Christmas 2013 has consistently outperformed 2012 on virtually every single shopping day this December, with online visits from Christmas Eve through to Boxing Day up from last year, a record breaking Cyber Monday and the emergence of the even busier Middle Cyber Monday.”

In a separate survey published by BrandAlley UK, a private sale website of luxury fashion, data revealed that nearly 47 percent of UK consumers will be online shopping on Christmas Day from the comforts of their own home.

The reported data reveals a change in the UK consumers shopping patterns, as previously over 30 percent of retailers annual sales and profits were made during the run up to Christmas, which according to City analysts will not be accomplished this year.

Murray adds: “shopping habits are changing, with Christmas Day becoming a significant shopping day during the period. As a result, we anticipate a more sustained shopping pattern during this period, moving away from the traditional peaks and troughs usually evident during holiday season.”

British high street stores begin Christmas sale online

In order to catch up with lost sales, a number of high streets retailers, including Marks & Spencer, Debenhams, Boots, Argos, John Lewis and House of Fraser have revealed that the launch of their end of year sales will occur online on Christmas Eve, after heavy discounting failed to lure shoppers into their physical stores.

Department stores M&S and HoF begun Christmas sales online noon today, while Argos is set to start it sale midnight tonight. John Lewis plans on offering discounted items online from 5 pm on wards, as it brick-and-mortar stores will be shut until Friday.

Giant online retailer Amazon is expected to have busiest Christmas Day yet, as previous sales on December 25 have increases five-fold during the past five years. Amazon stated that it predicts online transactions to peak around 8.30 pm as the public goes online to spend their holiday pay.

Xavier Garambois, vice-president of Amazon EU, commented: “The growth in shopping on smartphones and tablets means it’s more convenient than ever to pick up a last-minute gift card or a bargain in the sales.”

David McCorquodale, head of retail at accountancy firm KPMG commented: “Boxing Day remains the stalwart of sales days in the shopping calendar and this year the sales will start earlier than ever, with retailers pulling the trigger and launching online campaigns on Christmas Day, so shoppers can browse the sales over their turkey and pick up a bargain.”

UK consumers put off Christmas shopping in hopes of better discount

However, McCorquodale added: “This year’s Boxing Day sales have been somewhat pre-empted by retailers launching sales before Christmas to shift festive stock. These retailers had tried to hold back from discounting until the last possible minute in the hope of maintaining margin, but they lost their nerve as savvy consumers delayed purchases of festive items, waiting to be enticed.

“This practice is driving a destructive cycle of discounting in retail, which is proving hard for the sector to break free from. When it’s all said and done, the Boxing Day sales are just one day, and can’t change a retailer’s fortunes this Christmas," concluded McCorquodale.