UK shoppers will spend nearly £8bn online over the festive period – almost £1bn up on last year – according to a new forecast, which claims that the rise of the mobile smartphone will make this year the first “m-Christmas”.
Based on analysis of the IMRG Capgemini e-Retail Sales Index, the figures suggest retailers will see two continuously busy weeks of Christmas shopping, rather than the two peaks, Cyber and Mega Monday, predicted in previous years. IMRG statistics show that last December, £6.8bn was spent online, this year it is predicting the figure will be £7.75bn.
In all, £3.72bn will be spent over the course of these two weeks. Last year 24% of the month’s purchases were made in each of the weeks of November 29 and December 6, rather than specifically on the Mondays.
The shift, it says, reflects real changes to consumer behaviour and comes as more people have fast broadband in their homes and no longer need to wait to get to work on Monday to make purchases over a fast connection. At the same time, it says, shoppers are becoming more expert in moving from channel to channel to find the best deal, whether in a shop or through incentives offered through mobile marketing or social networks.
The big driver, according to IMRG, is mobile and the opportunities afforded by smartphones to research and compare products in-store and away from the home. The resulting ‘agile consumers’ can react to disruptions to their shopping journey and buy in the manner that suits them.
Therefore, believes IMRG, this will be the year that mobile commerce ‘really’ breaks through – and that retailers must be prepared for shoppers who want to buy through the channel that is most convenient for them. IMRG and eDigitalResearch findings suggest 35% plan to do more shopping over a smartphone at Christmas 2011.
IMRG chief marketing and communications officer David Smith said: “The shopping behaviour displayed by the agile consumer reinforces the importance to retailers of offering a multichannel solution. Consumers want choice and continually demonstrate their willingness to switch channels to suit their specific circumstances and secure the best deal for themselves. Anyone focusing too heavily on a single channel is certain to miss out on opportunities for engagement as and when they arise.”
