More UK consumers Christmas shopping online than ever before, report reveals


More UK consumers than ever are choosing to do their Christmas shopping online, across all demographics, according to new research by Thrasio.

The report revealed 48 per cent of all Christmas goods will be bought online this year with 42 per cent of 18-24s shopping online, compared to 34 per cent last year, 51 per of 35-44s, an increase from 46 per cent and 41 per cent of 65 and over, up from 33 per cent.

In addition, 49 per cent of consumers will do more than half of their shopping online, up from 40 per cent in 2019, with 16 per cent intending to buy at least three quarters of gifts online.

The ongoing supply chain disruption is also causing shoppers to speed up their Christmas shopping plans, with 56 per cent saying they completed shopping by the end of Black Friday – with 51 per cent saying this is far earlier than normal, due to fears over potential shortages.

The research also found that nearly a quarter of shoppers said they were planning to spend more on presents and celebrations than usual, compared to 16 per cent who said they will spend less.

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“All the indications are that online sales in the lead up to the festive period will be the biggest on record,” Thrasio director of UK acquisitions Jim Mann said.

“Supply chain issues coupled with the growth in ecommerce and a bounce back in spending from last Christmas’s damp squib mean that consumers plan to spend more, spend it earlier and spend it online.

“Our research has produced a lot of interesting details.

“For example, online purchasing will have risen 10 per cent in two years.

“It shows that half the population will buy nearly half of all their goods online – a profound shift in consumer behaviour.

“Crucially, the growth is across all demographics and regions. As younger people have recorded the biggest growth this is likely to be a permanent change.”

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