Shoppers set to buy online just as much as they visit stores this Christmas: study

The UK’s shoppers will be going online to buy this Christmas just as much as they buy from stores, a new study suggests.

The second annual Christmas Consumer Pulse Poll from advertising marketplace Rubicon Project suggests that 76% of shoppers plan to shop online, equalling the number that plan to shop in-store.

Notably, a significant number of shoppers will move entirely online, with nearly one-quarter (24%) not planning on doing any of their Christmas shopping in-store.

James Brown, managing director UK & Nordics for Rubicon Project, said: “UK consumers are increasingly looking for an easier way to navigate their way through what can traditionally be a stressful holiday season. The results of this study show that the savvy shopper is making the most of the convenience and efficiency that technology affords, by utilising digital shopping when they can.”

The study also asked UK shoppers which were their most popular retail destinations this Christmas. The list was headed by multichannel retailers Argos and Marks & Spencer, followed by online marketplace eBay.

The study also revealed that nearly half (45%) of all shoppers will make a Christmas purchase on their mobile device. This is being driven largely by two demographics – 75% of millennials and 66% of parents will do at least some of their Christmas shopping on a mobile device.

The study found that parents were planning to spend an average of £1,033, millennials £870 and men £828, and between them will drive most of the Christmas spend this year

Some 26% said they’d already started their Christmas shopping, suggesting an early start to this year’s spending.