Matt Bullock
17 November 2011
According to IMRG research, U.K. shoppers are expected to spend more than £7 billion online this Christmas, making 2011 a breakthrough year for mobile commerce.
In the five weeks of the December shopping period, the firm predicts £7.75 billion will be spent online, compared to £6.8 billion last year. This year, experts believe shoppers will create two continuously busy weeks of Christmas shopping, rather than two separate peaks in the month leading up to Christmas.
The shift in holiday spending trends is partly a result of more shoppers having access to a fast broadband internet connection in their home, so they do not have to wait to purchase through a fast workplace connection. In addition, shoppers are becoming more savvy about browsing for the best prices across various channels, including mobile and social media promotions.
Further, U.K. retailers are seeing the change in shopping behaviour manifested in sales reports. Majestic Wine recently reported that 9 percent of its sales now come from online purchases, accounting for £127.8 million in the 26 weeks ending September 26. Sales increased 2.7 percent compared to the same time in 2010, and pre-tax profits grew 20 percent, to £8.8 million.
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