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46% of shoppers will up online festive shopping in 2020, 44% of fashion sales will move from high street to online

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Christmas is set to be very digital
Christmas is set to be very digital
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Shoppers wil up the amount they do online, with almost half of fashion sales going digital, this Christmas

Research looking at online shopping behaviour in the UK has found that 46% of those who bought online for Christmas 2019 plan to increase their online festive shopping this year. Women, those aged under 24 and those with children are driving this growth.

Other key trading dates in the next few weeks are also likely to see significant rises in online spend among those who shopped online for these events last year: 40% will spend more online for Black Friday; and 38% will spend more online for Cyber Monday.

The research from Whistl, a leading delivery management company in the UK, has found that traditional high street retailers for in clothes/ fashion, health and personal care, general gift buying and books will be most affected by the move from store to online in the Christmas shopping period.

How sales will move online across October to December (Source: Whistl)
How sales will move online across October to December (Source: Whistl)

Melanie Darvall, Director Marketing & Communications, Whistl, explains: The retail landscape in the UK is continuing to change driven by the ongoing trend to shop online, accelerating this year by the Covid pandemic. This presents both challenges and opportunities for traditional small and medium scale retailers who must adopt a multi-channel approach to ensure that they do not miss out on potential sales.”

Darvall adds: At Whistl we offer retailers access to scalable and flexible fulfilment solutions that are bespoke to their needs. In addition, through our unique outsourced Contact Centre facilities, from order to delivery we can handle every step along the consumer journey, ensuring that the retailers move to online retail is quick and seamless, without missing the personal touch.”

The research was undertaken with a nationally representative sample of 1,000 UK adults.

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