Understanding how we shopped over Christmas 2013 and what this means for 2014
2013 - How did we shop? • 82% of mobile sales came from tablet devices. With in-store sales remaining flat, 2013 was an "online Christmas" for many consumers. 1 in 10 (9%) didn’t shop in-store at all over the Christmas period. Of those who did their Christmas shopping on a website they’d never purchased from before – 77% said it was due to price. Click and collect now accounts for 25% of multichannel retailers’ sales. Multi-channel retailers recorded a month-on-month growth of 16% in December.
When did people shop for gifts in 2013? For some Christmas planning started early… Last year 2.7 million searches for 'Christmas' were made during the month of August, according to eBay. 16-24 yr olds were the most organised with 44% buying during or before November. 55% of women do most of their shopping before the 1st week of December. Online channels experience an earlier and sharper increase in traffic during November when compared to store footfall. Customer’s more likely to use the channel for researching and browsing. ….for others there was the usual mad-dash at the end Retail footfall only starts to experience a real uplift in the two weeks prior to Christmas. There were more than two million searches for 'Christmas' in the final week before the big day on eBay. 45+ audience left it late with 30% not shopping until the last week of December. 26% of men bought most of their shopping in the last few days before Christmas Day. UK shoppers spent £11 billion over the internet in December. British shoppers made 129 million visits to retail websites on Boxing Day. Sources: http://www.iabuk.net/news/christmas-shopping-craze-to-begin-in-august http://www.experian.co.uk/blogs/latest-thinking/2013/12/boxing-day-breaks-retail-records-for-sixth-consecutive-year/
Other Christmas dates to apply in 2014 • ‘Black Friday’ Nov 28 2014 – Many retailers offering one-off discounts and sales up to 70% off. In 2013 Amazon sold 4m items in 24 hours – the highest in 15 years history. • ‘Sofa Sunday’ Nov 30 2014 – With ‘mobile’ web access becoming the norm many people are now starting the Xmas shopping on the Sunday after payday. Almost 50% of online shopping between 7pm -11pm, while we watch peak-time TV and second screen on our tablet, mobile phone or laptop. • ‘Cyber Monday’ Dec 1 2014 – Traditionally the 1st Monday after payday. More than £600m spent on December 2nd 2013. • ‘Middle Cyber Monday’ Dec 8 2014 – 2013 saw the second Monday of December eclipse Cyber Monday in terms of online visits. Representing a dynamic shift in consumer behaviour and shopping trends over the last 5 years.
What were the gifts in 2013 • Electrical goods recorded solid results fuelled by the popularity of new budget tablet devices, iPhone models and gaming platforms*. 2013 2014 Curry’s and PC World Top 10 Christmas gifts prediction 1. Samsung Gear fit2. Fitbit Force3. Garmin Forerunner 154. NutriBullet5. Sonos Multi-Room System6. Google Chromecast7. GoPro action camera8. KitchenAid stand mixer9. Apple iPad Mini10. Motorola Moto 36 John Lewis sold one iPadevery 10 secs in the run up to Christmas With many people receiving money and gift vouchers over Christmas, a lot of Boxing Day shopping was focussed on buying accessories for these electronics products. Apple sold 51m units of both the iPhone5s and 5c. *http://www.imrg.org/index.php?catalog=539
Christmas 2014 key dates and 2013 insights 2013 Google Xmas searches ‘Christmas gift ideas’ 2013 Google Xmas searches ‘Christmas gifts for her’ 2013 Google Xmas searches ‘Christmas gifts for him Key Xmas shopping days’ Peak w/c Dec 8 Online channels experiences a sharp increase in traffic High street retail footfall uplift High street sales begins Dec 23 – last day click and collect Nov 28 – Black Friday Dec 26 – Boxing day sales Nov 30 – Sofa Sunday Dec 1 – Cyber Monday Dec 20 Last Saturday before Christmas Dec 8 – middle Cyber Monday Ends Dec 22 Ends Dec 29 Jan 2014 Dec 2013 Nov 2013 Oct 2013