Digital commerce will be the go-to place for the vast majority of shoppers this year, with new research from Magento and Tryzens revealing 85% will do at least half their shopping online and 56% of this will be done via a smartphone or tablet.
Furthermore, 12% of shoppers have said that they will be making all their purchases for the festive season online, with a further 26% stating that they had finished off all of the majority of their present buying during the Cyber Weekend.
The research, titled The 12 Retail Days of Christmas, included these key findings:
- 22% of people began their Christmas shopping in October, with 33% doing so in November
- 5% said they started in January 2016!
- 90% of consumers get their online Christmas shopping sent to their home address
- 43% shoppers don’t think/worry about factoring in delivery costs into their budgets during the festive period
- 12% of people will use a Click and Collect service for their Christmas shopping deliveries
- Almost a quarter (23%) of consumers prefer a Christmas gift wrapping service, with men preferring this more so (30%), and women less at 19%
- 56% of UK shoppers will choose a specific retailer’s website for specific gifts, as opposed to browsing for inspiration, something that 40% of consumers do
Vice President, Head of Global Product/Partner Marketing & Retail Commerce/Innovation at Magento, David Geisinger said of the research results: “Over the next 12 Days we will be offering further insight into what is driving buying patterns in the build-up to Christmas. We wanted to understand how, where and when the UK consumer was buying and these findings indicate clearly that the trend to online buying is rapidly becoming ubiquitous, and that whatever you do as a retailer, content is king and you have to adopt a mobile-first strategy. We would urge all online retailers to review their performance over the festive period and enhance their offering well in advance of the 2017 Golden Quarter.”
Andy Burton, CEO of Tryzens also commented, saying: “Black Friday is now being seen as the springboard for the ‘Golden Quarter’ in retail. Britons are reported to have spent a total of £5.8 billion over the course of the Cyber Weekend this year, with online sales increasing by almost 21%. There is no doubt that this year consumers are spending more than ever, and importantly, are 100% comfortable with doing most or all of their spending online. The rising preference for smart devices proves that retailers need to take a mobile first approach and build on the improvements to other eCommerce features such as fulfilment – free delivery, click and collect and free returns – to close the circle and deliver exceptional mobile experiences.”
He added: “These findings are also telling us that customers are literally in your store, earlier than you think, looking at your website, and your competitors’ websites on their mobile devices, and making buying decisions on the move. There is a clear opportunity to close the loop with an omnichannel approach, taking advantage of things like social promotions, the ability to reserve in-store via a mobile, checking stock levels and providing exemplary customer service and fulfilment. So, our message to online retailers is this: now is not the time to enhance your online offering – it is too late. But learn from these findings, understand just how and when the consumer is buying, analyse your final trading performance of the year, and take action to enhance your offering in the year ahead.”