Only 20% of Brits plan on using the Internet to shop this year, as opposed to nearly double that on the high street, suggesting that consumers are waiting for last minute bargains and are not willing to risk gifts being posted and not arriving in time for Christmas, according to new research.
The research, from Webcredible, polled more than 1,000 online consumers on when and how they would do the majority of their Christmas shopping in 2010 – between September and December either online or on the high street.
The poll found almost two thirds (59 per cent) of consumers will be doing the majority of their Christmas shopping in December with well over one third (39 per cent) planning on hitting the high street to buy gifts this month, according to new findings released today.
The Christmas shopping habits poll carried out by user experience consultancy, Webcredible, reveals that despite the continual increase in online shopping revenues, consumers continue to flock to the high street to do their Christmas shopping as late in the year as possible.
The findings reveal that while the vast majority plan to do most Christmas shopping in December, only 20 per cent plan on using the Internet as opposed to nearly double that on the high street, suggesting that consumers are waiting for last minute bargains and are not willing to risk gifts being posted and not arriving in time for Christmas.
The research polled more than 1,000 online consumers on when and how they would do the majority of their Christmas shopping in 2010 – between September and December either online or on the high street.
Before December, online was more popular with 6 per cent Christmas shopping online in September compared to three per cent on the high street and five per cent preferring online shopping in October compared to three per cent on the high street.
November was reasonably even, with 13 per cent of respondents saying they would do the majority of their Christmas shopping online in this month and 12 per cent on the high street. Webcredible carried out a similar survey in 2008, with this year’s results showing a slight trend towards people buying Christmas presents later in the year with 59 per cent preferring to shop in December, as opposed to 53 per cent in 2008.
Trenton Moss, Director at Webcredible commented: “It’s a well known fact that many people shop online to find the best deals, but this becomes less evident in the run up to Christmas. In the recession, it seems people are leaving their Christmas shopping until the last minute to get good deals, and then are not prepared to risk getting goods posted to them for fear they won’t arrive in time, particularly after last year’s postal strikes.
“It is because of this that a multi-channel approach becomes crucial for retailers at this time of year. They must ensure their websites are as easy-to-use as possible while also ensuring that their online and offline promotions and purchasing processes are properly integrated.”
Research Methodology
The Christmas shopping habits research polled 1,017 visitors to the Webcredible website between August and November 2010.
Source: www.webcredible.com