UK shoppers have spent £5.46bn online in December, an increase of 17% compared to the same period last year and an increase of 3.8% compared to November 2009, according to IMRG Capgemini e-Retail Sales Index.
The peak week for online Christmas shopping was delayed by one week this year, which peaked only in the second week of December. This is due to a combination of November postal strikes; shoppers holding out for bargains; increased confidence in delivery services; and Christmas falling on a Friday.
The year-on-year growth in the Index in 2009 was at average of 14%, with clothing mirrored the overall Index in 2009. Accessories, gifts, health and electricals peaked in November and December 2009 although they performed less well throughout the year. There was strong year-on-year growth in all sectors tracked in the Index, compared to December 2008.
Online sales of alcohol was up by 25% year on year, as consumers looking to stock up on alcohol for Christmas celebrations turned to the internet for the best bargains. Although clothing saw low growth compared to November, shoppers spent 18% more compared to December 2008.
The growth of multi-channel retailers and online only retailers diverged in December for the first time last year. The Index for online only retailers fell by 7.6%, whereas the Index for multichannel retailers rose by 13% month on month.
According to the Index, the average conversion rate for e-retailers rose slightly in December, with almost one in 20 visits to websites being translated into actual purchases. This was higher for online only retailers, who managed to convert an average of one in sixteen visits in December.
James Roper, chief executive of IMRG, said: “2010 looks set to produce another year of strong results for e-retail, with demand expected to remain high as consumers habitually look online for best buys, and a pipeline of significant improvements emerge, including wider product range availability, even better websites and a greater choice of convenient and more reliable delivery options.
