The Christmas shopping season is by far the most valuable to European retailers, with almost a fifth (19.3 per cent) of all online sales in 2014 set to come over the coming weeks.
November 25 will indicate the first spike in Christmas shopping, according to new research from Adobe. With a month to go until Christmas, the 25th is expected to see sales of £208 million – 51 per cent higher than an average day’s online sales.
The research also shows that 24 per cent of online sales in the UK will be made on a mobile device, thedrum.com notes, while that figure is slightly lower in the US (18.5 per cent). However, the overall yearly online sales percentage for Christmas in the US is higher than Europe’s at 27 per cent.
Mark Zablan, president of EMEA, Adobe, said: “The continued strong growth in mobile traffic coupled with the emergence of mobile beacons and mobile payments, means European retailers must deploy the right strategies and technologies to create meaningful and relevant mobile experiences for their customers.”
Adobe also predicts that UK online prices will drop by 15 per cent in December, and by 25 per cent in the days before Christmas, moreaboutadvertising.com reports.
Author: Jack Stanton