We’re continuing to map the shape of Christmas shopping in today’s InternetRetailing newsletter. Because, for most UK retailers, this is peak trading season, how shoppers buy tells us about more than how they to buy their Christmas presents, but also magnifies some of the trends and shifts in consumer behaviour that are taking place.
Today’s figures seem to point to the importance of online to this year’s holiday sales, and to the role of discounting in encouraging a purchase.
In today’s figures we see a particularly strong result from Boohoo.com, which says that it focused on pricing and on promotions at Black Friday at beyond in order to drive sales, with an inevitable impact on profit margins.
Morrisons also says that being “more competitive” helped it to boost sales over the holidays.
Meanwhile, BRC figures out today suggest that more shopping took place online in the run up to Christmas.
Finally, today’s guest comment comes from Stephanie Lester of affilinet UK who considers millennials, and how they want to shop.
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