UK Holiday Shoppers Continue to Head Online

Digital will account for over 20% of total holiday retail sales

Author: Jasmine Enberg

November 30, 2017

Digital continues to make up a bigger slice of the holiday season retail sales pie in the UK. According to eMarketer’s latest holiday sales forecast, digital purchases will account for 20.9% of total UK holiday retail sales in 2017, surpassing the one-fifth mark for the first time. 

In all, UK retail ecommerce sales this holiday season—which eMarketer defines as November and December—will rise by 13.4% to £18.78 billion ($25.35 billion).

When buying gifts online, shoppers in the UK are most likely to turn to pure play digital retailers.

According to Deloitte’s annual “European Christmas Survey,” 36.2% of UK internet users said they plan to purchase Christmas gifts at an online-only store via its website, and 13.4% intend to do the same via a mobile device.

That doesn’t mean brick-and-mortar retailers in the UK should neglect to stock their shelves this season. Deloitte’s research shows that 62.2% of UK respondents plan to purchase at least some of their Christmas gifts in a physical store this year. Another 9.0% indicated they would use an in-store device to buy gifts online.

Overall, eMarketer estimates that total UK holiday retail sales, including purchases made via offline and digital channels, will reach £89.99 billion ($121.46 billion) in 2017, up 2.9% year over year.

Subscribers to eMarketer PRO can access eMarketer's complete forecast for UK retail and ecommerce here.  

Photo by Nathan Lemon on Unsplash


Popular

Retail 2017 TrendPack

eMarketer’s Retail 2017 TrendPack gives you everything you need to leverage the latest data and analysis for retail ecommerce.

Learn More »