Four in ten consumers (41.3%) plan to spend more online next Christmas due to a positive online experience this year, according to the latest consumer insight research from eDigitalResearch.
The survey found that 75% of respondents went online on Christmas Day or Boxing Day. Fifteen percent placed an order online on Christmas Day and 23% did so on Boxing Day.
“What differentiated this year from last was the fact that retailers offered much later order dates for Christmas deliveries,” says eDigitalResearch’s Chris Russell. “While last year many multi-channel retailers were still promoting click and collect, this year there was a significant increase in the number of sites that were using courier services to ensure that consumers could still place an order on 23rd December for delivery on Christmas Eve.”
Compounding this was the fact that sales were started by the pure players as soon as the last delivery day deadlines were reached, says the company. “People are now increasingly aware when the sales will be starting and so they use the internet to their advantage, identifying and searching out a bargain,” Russell adds. “Our research shows that 62% of respondents were online on Christmas and Boxing Day searching for bargains. What’s really encouraging is the fact that Christmas 2010 looks like it will be even more prosperous for the online retailer.”
“It appears that this Christmas we saw internet activity becoming part of most people’s routine, whether emailing friends, catching up on social network sites or surfing for bargains,” commented David Smith, director of operations at IMRG. “Online retailers were able to benefit from this changing consumer behaviour by achieving record sales volumes with many sales and offers starting on Christmas Eve”.
