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… with more shoppers planning to shop locally both on and offline this Christmas

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In the run up to Christmas this year, almost half of British consumers plan to predominately shop from domestic brands (43%), with 55% of UK households increasing spend with local businesses since the start of the pandemic. 

With social distancing restrictions still in place, more than half of UK consumers have indicated a desire to shop both online and in-store (51%) this holiday season, with a third (36%) likely to opt for click and collect options.

According to new research from Rakuten Advertising, just 21% of consumers feel it is unlikely they will venture onto the high street for gift shopping this year, and a third (32%) of UK consumers are willing to change when they shop in physical stores to ensure they stay safe and avoid large crowds. 

As shoppers plan to return to the high street, O2O technology enables progressive retailers to bridge the gap between online and offline sales.

Anthony Capano, Managing Director, International, at Rakuten Advertising explains: “Consumers have indicated a desire to combine visiting the high street with shopping online this year, meaning connecting the online and offline experience will be key for the success of retailers. Retailers should view online and in-store as one entity, and leverage data insights from one to fuel the other. They can also drive visits to the high street using online advertising. One way brands can do this is through the use of hyper-targeted display campaigns. These campaigns can be used to update consumers on local store information and emphasise how they are keeping people safe.”

Rakuten’s research also finds that more than half of global holiday shoppers (51%) plan to shop local during the 2020 holiday period.

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