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Why Christmas Day falls on 25th November for UK online retailers

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10th Nov 2014
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Adobe’s latest Digital Index predicts that UK consumers will reach the peak of their online Christmas spending on 25th November this year, with £208 million in transactions expected via ecommerce sites on the day.    

The Digital Index has taking into account over a trillion website visits in the last seven years across 4,500 retail websites to make the forecast, which is a 51% increase on the average day spend online across the year.

The Index also predicts that the US peak spend will be December 1st, Cyber Monday, with an estimated £281 million set to change hands. The data suggests UK consumers are some of the latest holiday season spenders, with other European countries such as Norway and Denmark expected to have already reached peak spend, at the start of November.       

Germany, on the other hand, could have the largest and latest peak online shopping day in Europe, with a total projected spend of £345 million on December 8th.

Mobile pressure

The pressure on ecommerce sites to get things right during the holiday season is ever-increasing. Adobe’s data predicts 19.3% of total online sales for the year will come during the Christmas shopping season, a 10% increase on 2013.  US retailers are much more dependent on the holiday shopping season, taking in 27% of the year’s total online sales in November and December.

Adding to the complexity is the rise in mobile use, which is likely to drive a 56% growth for Christmas shopping in some countries based on last year’s figures, amounting to as much of 24% of online sales, or one in every four online transactions, in the UK in 2014.

Adobe’s president of EMEA, Mark Zablan, believes mobile could be the most important battle ground for ecommerce providers in the coming few weeks:

“Last year’s report showed strong growth in mobile across Europe, a trend that continues this year.  Growth in smartphone traffic was especially robust with a growth rate of 72%, more than double the 30% growth in tablet traffic, certainly aided by the increased screen sizes on smartphones.

“The continued strong growth in mobile traffic coupled with the emergence of mobile beacons and mobile payments, means European retailers must deploy the right strategies and technologies to create meaningful and relevant mobile experiences for their customers.”

Despite the vast increase in peak day online spending, Adobe’s data suggests that per-person, spending will remain relatively low. Europeans will spend, on average, £5.61 online per person and Americans will spend £5.08 per person on Cyber Monday.

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