The sun’s out, but it’s not so long until the season is gobbled up under a snow drift and sleigh bells ring once again. Online retailers should pay attention to consumer habits and trends in the build-up to the most profitable time of the year and cash in on the festivity.
The sun’s out, but it’s not so long until the season is gobbled up under a snow drift and sleigh bells ring once again. Online retailers should pay attention to consumer habits and trends in the build-up to the most profitable time of the year and cash in on the festivity.
For example, tapping into the personalisation trend could offer online retailers a very healthy slice of Christmas pudding this year and could unwrap as much as £1.5bn, according to a new study from Qubit.
Qubit based their findings after analysing more than 20 million website visitors and approximately 1.5 million conversions – noting trends in demographic and location.
It found that despite retailers experiencing a massive spike in visitors to websites between 24 – 26 December they are failing to convert, with Qubit seeing a 3% fall in conversion rate.
“Engaging and informing customers with editorial content, rather than up-selling or cross-selling, would then be the wisest strategy over these days,” the research suggested.
The research also picked apart peoples shopping habits and found more interesting data such as that 50% of men’s fashion purchases happen in the first 10 days of December. It also found that Londoner’s prefer to shop early in the month (perhaps to save the post man) with 60% of conversions occurring during the first half of December.
The most notable change in Christmas shopping habits came from analysis of the channels consumers were using to browse and purchase. Mobile purchases grew by 138% year on year. Just over a quarter (27%) of all online sales were made by using a mobile device while 82% were on tablet.
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