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Online Boxing Day sales forecasted to hit £472.5m

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21st Dec 2012
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With Christmas 2012 reported as the biggest and busiest ever for online sales, online spending is predicted to reach $472.m on Boxing Day.

According to figures from Experian and IMRG, UK retail websites are expected to record 126m visits on 26 December – an increase of 14m visits from Cyber Monday’s record breaking figures.

UK shoppers are expected to spend 17m hours online during the bank holiday, attributing to a total 375m hours in the whole month of December. This compares to just 343m hours spent online last December with 96.2m visits to retail sites during Boxing Day, said Experian.

Christmas Eve and Christmas Day are also predicted to record big only spending with consumers expected to splash out a total of £225m and £307m respectively on these days.

James Murray, digital insight manager at Experian Marketing Services, said: “Christmas 2012 is on track to be another record-breaker for online retail, outstripping 2011 on all fronts. The current market trends suggest that in the UK, Wednesday 26th December will be the biggest day for online retail, with an estimated 126 million visits to online retail outlets and a massive 17 million hours spent online shopping on this day alone.

“This will be the peak of online shopping in the UK so marketers need to make sure their campaigns are in place to maximise traffic on Boxing Day as consumers make the most of early sales offers: it’s not too late to promote special offers through email and social media. Understanding what people are interested in, the best channels to engage customers through and when to reach them will be crucial to success this season.”

Andrew McClelland, MD at IMRG, added: “The post-Christmas sales period actually starts on Christmas Eve online and, judging by these forecasts, it certainly finds a willing audience. Accessing retailer websites through always-on devices such as smartphones and tablets provides consumers with an easy way to check about returning a gift, or download digital content directly onto that device.

“Indeed, retailers have been telling us that tablet devices are among the biggest sellers this year. As consumers encounter a range of discounts and offers already available in the sales on these sites, it is not surprising that consumers will spend over £300 million even on Christmas Day itself this year; online, the Christmas shopping never really stops.”

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