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Consumers will do the majority of Christmas shopping online this year: Vend

With physical retail spend still yet to recover to the levels seen pre-Covid, the upcoming Christmas period is likely to be dominated by online retail according to a new survey from Vamp.

According to the survey of 300 consumers, 75 per cent said they will be doing the majority of their seasonal shopping online this year, whether it be to avoid crowds for health reasons or for convenience.

“While the words ‘Christmas shopping’ might trigger thoughts of last minute dashes around busy shopping centres, this year the experience will likely look very different. Whether facing store closures, or social distancing, Covid Christmas shopping will be another reluctant recruit of team ‘new normal’,” said Vamp’s Aaron Brookes.

“[and] while it has always been a crucial sales period, following a year of missed opportunities, the pressure will be on for marketers to maximise revenue this festive season.”

According to Brookes, it’s clear the opportunity for seasonal sales is still there, with 84 per cent of consumers saying they’re likely to spend more this year than last. However, customers are likely to be more discerning, with 87 per cent likely to use online reviews to sway purchasing decisions.

“Marketing in 2020 has been all about adapting, and the Christmas period will follow suit,” Brookes said.

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