Online sales surge on Christmas Day

Online retailers saw sales over Christmas Day and Boxing Day soar this year, compared to the previous year, according to new data.

Christmas online shopping

The survey by Retail Decisions for IMRG (Interactive Media in Retail Group) showed that sales on Christmas Day were up 29% to £132m on the same day the previous year.

Online sales on Boxing Day this year peaked at £281m as shoppers took advantage of sales starting online as early as Christmas Eve, when final delivery deadlines passed.

A survey by online research company eDigitalResearch found that 62% of respondents were looking for bargains online on Christmas or Boxing Day and 15% made a purchase on the 25 December, ahead of Boxing Day sales starting on the high street.

Retailers such as Comet, B&Q and John Lewis appealed to bargain hunters with internet only sales on Christmas Eve ahead of their high street sales on Boxing Day.

Online sales were boosted by changing consumer behaviour that has seen the internet become a part of daily life as consumers log on to email and contact friends via social networking sites.

David Smith, director of operations at IMRG says: “Online retailers were able to benefit from this changing consumer behaviour by achieving record sales volumes with many sales and offers starting on Christmas Eve.”

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