In numbers: Online purchasing patterns over Christmas 2013

The survey also found a fifth of shoppers used click and collect services in December, compared to just a tenth a couple of months earlier in September. In addtion, more than 1 in 10 consumers (16%) chose to shop with a particular retailer because of the delivery options they offer.

Online

• Nearly 1 in 2 consumers (44%) claimed to have done more shopping online last Christmas compared to the same period a year ago
• 6% of consumers shopped online on Christmas Day

Mobile

• More than 1 in 10 consumers (13%) claimed to have done more shopping on their smartphone at Christmas compared to the same period a year ago

Multichannel

• Nearly 1 in 5 consumers (19%) used click-and-collect this Christmas
• 1 in 10 consumers (11%) used reserve and collect in store
• More than 1 in 3 consumers (36%) think digital technology in-store can improve the shopping experience
• 1 in 3 consumers (32%) prefer to browse for gifts online but buy in-store

Loyalty

• 1 in 4 consumers (25%) tend to buy gifts from the same retailers every year

Discounting / Special offer

• 1 in 5 (20%) also only buy products on offer when shopping for gifts
• Nearly 1 in 10 consumers (9%) left their Christmas shopping until the last minute to take advantage of discounts

Fulfilment

• More than 1 in 10 consumers (16%) chose to shop with a particular retailer because of the delivery options they offer
• More than 1 in 10 consumers (13%) missed a home delivery due to not being at home at the time of the delivery
• More than 1 in 10 consumers (12%) returned some of their Christmas shopping
• 1 in 10 consumers (11%) used next day delivery for their Christmas shopping
• 6% of consumers claimed they experienced missed delivery slots
• 4% of consumers claimed to have picked up some of their Christmas shopping from an independent location such as from a corner shop or a locker
• 1% of consumers claimed they used same day delivery services