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Christmas Online Purchasing

All About Christmas Online Purchasing

Our very own Royal Mail has released a very interesting report on the motives of Online Shoppers during the Christmas season, and key facts of Christmas Online Purchasing. Whilst value for money is normally a prime consideration, at Christmas it changes. Read on for the surprising main motivation these shoppers have in the festive season.

The stats in this very readable report are very interesting;

The average online spend for online buyers last Christmas was £292. Men apparently prefer online shopping at this time, their average spend is £304, whilst womens was £271.

The 35 to 54 age group were the biggest spenders, with an average £344, 18 to 34’s the lowest at £152.

The average number of purchases was 7 gifts per online shopper, whilst nearly all (98%) were buying gifts for others, a third also treated themselves.

What Gifts Are They Buying?

1 – 54% Clothing

2 – 46 % Books

3 – 42% Games, DVD’s, CD’s

4 – 32% Toiletries & Makeup

5 – 31% Toys

As you can see, it’s surprisingly traditional types of gift that dominate.

Main Motivation

Christmas online shoppers value convenience *more* than prices.

68% cited being able to shop from their home and 63% named the abilty to shop at any time of the day, whereas only 48% listed being able to compare prices and just 38% cited cheaper prices.

It would seem to be a great idea to factor these insights into any social media and remarketing campaigns you are running at these times. Further insights from the report – laptops account for nearly two thirds of purchases, but mobiles at 1 third are catching up. Computer Desktops are now a minority, only tablets account for less. Because of the wide variation in laptop and mobile screen formats it’s increasingly important to have a responsive website but especially a smooth customer journey.

If you would like any help with your online shopping experience and digital campaigns then why not contact us today

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