With less than a month to go until the big day, a new survey has revealed that the majority of UK consumers will do at least half of their Christmas shopping online this year, but bricks and mortar stores still have a vital role to play.
The study – named The 12 Retail Days of Christmas – was conducted by Tryzens, the eCommerce systems integrator, and Magento, aneCommerce platform, into the buying preferences of 1,200 UK consumers during the build up to the festive season.
It found that more than one in ten (12%) people will buy everything for the festive season online and (26%) have already completed the majority of their gift-getting over Cyber Weekend.
However, over a third of all consumers (35%) surveyed said that they have visited a store first before buying Christmas gifts online, and more than a quarter (26%) admitted to price checking items or even buying things from other shops with their smart phones while still in store.
The study also revealed that nearly a quarter (22%) of participants started their Christmas shopping in October, 33% in November and 5% in January 2016!
Andy Burton, CEO of Tryzens, said: “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 taking buying decisions on the move.
“There is a clear opportunity to close the loop with an omni-channel 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.”
Nine in ten consumers get their online Christmas shopping sent to their home address while 43% of shoppers never factor in delivery costs into their budgets, the study found.
The research revealed that 12% of people will use a click and collect service over the Christmas period and 56% will choose a specific retailer’s website for specific gifts, instead of browsing for inspiration, which 40% of us do.
Nearly a quarter (23%) of consumers favour a Christmas wrapping service; 30% of men and 19% of women.