UK shoppers will spend £17.7 billion online this Christmas, up 7% on last year, according to Adobe’s 2015 holiday sales forecast.
The UK is expected have the largest peak online shopping day in Europe on Black Friday (27th November), with a total projected spend of £474 million.
On this day, the average online spend per person will be £8.06, Adobe predicts.
More than half (57%) of Christmas shopping is expected to take place online, according to a separate survey of 400 UK consumers.
Shopping across mobile devices remains steady and, this year, it’s predicted that 23% of UK Christmas shopping will occur through a smartphone or tablet.
This positions the UK as second in Europe when it comes to embracing mobile as a way to pay at this time of year.
Commenting on the findings, Adobe EMEA president Mark Zablan said: “This year’s report once again underscores the importance of the Christmas shopping season as a driver for ecommerce across Europe, giving consumers the ability to take advantage of low prices, retailer offers and product variety without battling crowds on the high street.
“But consumers aren’t just looking for the best deal, the report this year indicates that they are increasingly looking at product reviews and social media to guide their Christmas purchases. This is an important insight for European retailers. They need to find ways of going beyond deals to create meaningful opportunities to engage with consumers throughout the customer journey that will drive them to the point of purchase. Social media is a key channel to achieve that.”
The 2015 Adobe Digital Index Online Holiday Shopping Prediction is based on more than 1 trillion visits to 4,500 retail websites over the last seven years.