Online sales surge

Shoppers spent £5.3bn online during November in the run up to Christmas.

Online sales were up 25% on October and up 11% on November last year according to the Capgemini IMRG e-Retail sales index.

E-tailers were seeing a surge in sales from the first week in November as shoppers prepared for Christmas but the index showed slower rates of growth than in previous years, which suggests shoppers were holding out for further sales and discounts in December.

There was a seasonal boost to sales of gifts and accessories, up 105% and 114% respectively on October sales.

With some online retailers offering pre-Christmas delivery on orders made until the 23 December and some offering same-day delivery on Christmas Eve, shoppers will be able buy last minute gifts online.

Mike Petevinos, head of consulting for retail at Capgemini UK, says:
“November’s results show a solid growth for online retail in the run up to Christmas. Given retailers perceptions that consumers are holding out for bargains, this would suggest a strong December for online. The challenge will be to ensure that value is at the forefront of the Christmas message, with carefully designed promotions becoming the norm across the sector. Inspiring confidence in late delivery windows could also become a differentiator for those that have got it right.”

The figures follow mixed messages about Chirstmas sales from the British Retail Consortium and the Office for National Statistics.

According to the ONS retail sales in November fell at their fastest pace since May with total sales volume decreasing by 0.3%, whilst non-food stores sales growth fell by 0.9%.

John Lewis has reported three consecutive weeks on record breaking sales throughout December.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here