Analysis

Christmas insights: what the sales figures so far tell us about this year’s holiday shopping

It’s still early days in the annual reporting of Christmas sales figures, but here we round up what we know so far to suggest some emerging trends in the way that shoppers spent their money over the holiday period.

Shoppers went online to buy
Online sales in the week after Christmas were 15% up on the same time last year, according to figures from one payment processor.

Dave Glaser, chief product and marketing officer, global ecom at Worldpay said: “Our analysis of retail spending in the week following Christmas found online sales to have jumped by 15% compared to last year. It is clear that Brits cannot resist the opportunity to bag a Boxing Day bargain, but the ease and simplicity of shopping online, combined with the recent cold snap have contributed to the spike in online sales this year.

“The freezing temperatures may have encouraged more of us to shop from the comfort of our own homes, but this is very much in line with the trend we saw during the major shopping events that kicked off the festive spending spree. The January sales are still an important event in the UK retail calendar, but the ease of online shopping may well be overtaking the traditional excitement of hitting the high street.”

Theo Paphitis Retail Group companies Ryman [IRDX RRYM], Boux Avenue [IRDX RBOU] and Robert Dyas [IRDX RRDY] collectively reported a move towards online shopping, while at Next [IRDX RNXT], store-based sales were down and online sales were up in the run up to Christmas – but not by enough to make up for the decline in store sales.

But they stayed away from the high street
The Springboard 2016 Christmas Footfall Review shows week-on-week footfall peaking in November, rising to 6.2% in the fourth week of the month, as the Christmas trading period started in earnest. Black Friday footfall was 39.2% up on the previous Friday, and the following Friday was 14% down from Black Friday.

The biggest week-on-week rise of 7.4% came in the fourth week of December. But compared to last year, footfall was down by 1.9% over the six week period from the second week of November to the third week of December. Springboard [IRDX VSPR] says the significant uplift in the fourth week of December (+13.2%) was because Christmas Day fell on a Sunday, providing two extra shopping days.

The report said that Christmas footfall both reflected and magnified the 2016 trend of “a modest bounce back of the high street alongside a slowing of growth out of town and a downward slide in shopping centre activity”.

It added: “The reasons for these shifts in footfall performance share the same foundation, which is a rapid evolution in shoppers’ requirements from bricks and mortar retail destinations, moving away from purely transactional-based trips to trips that focus on offering a more rounded leisure experience.”

Clearance interest was piqued online
While shoppers at department store group John Lewis [IRDX RJLW] bought briskly online in the run up to Christmas, its busiest period in of the week to Christmas Eve came in the final hours of that week, when the online clearance had begun. John Lewis’ director of shop trade Maggie Porteous said the busiest online shopping hour was between 6pm and 7pm on Christmas Eve, while orders also came in thick and fast on Christmas Day, between 9pm and 10pm. The shops saw their busiest day on December 27, their first day of the Clearance event.

Porteous said: “Desire to make Christmas dinner tables and homes look great for friends and family drove last minute online shopping purchases on johnlewis.com. Eight of the top ten selling items online before Christmas were household items and included sets of china, white plates and cereal bowls. Click & collect orders were busy right up to the last collection day on Christmas Eve, and orders for that week were up 15.9% year on year.”

Mentioned in this piece…

Ryman Stationery

Ryman Stationery

IRDX: RRYM

Ryman is a British stationery retail company. In October 1893, Henry Ryman Opened his first shop on Great Portland Street, London. The company offers a range of stationery, office supplies, technology and office furniture.
Ryman now has 233 stores and an online shop.

Ryman is owned by Theo Paphitis. (more…)

Boux Avenue

Boux Avenue

IRDX: RBOU

Boux Avenue is a lingerie brand that can be found online and at 21 stores across the UK. (more…)

Robert Dyas

Robert Dyas

IRDX: RRDY

Robert Dyas is a UK retailer founded in London in 1872.
Robert Dyas supplies kitchenware, household items, electrical appliances, home office, gardening products, power tools, china, glassware, DIY and ironmongery.

Robert Dyas is owned by Theo Paphitis. (more…)

Next

Next

IRDX: RNXT

Next is a British multinational clothing, footwear and home products retailer. (more…)

Christmas insights: what the sales figures so far tell us about this year’s holiday shopping

Springboard

IRDX: VSPR
John Lewis

John Lewis

IRDX: RJLW

John Lewis is a UK-based multichannel department store. (more…)

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