Online sales on Christmas Day rose 5% in comparison to last year, with the most popular time for shopping occurring during the Queen’s Speech, reveals new data from PCA Predict.
The research shows that shoppers across the UK were willing to sacrifice time with their friends and families to make the most of Christmas Day sales promotions this year.
PCA Predict’s data found that mobile phones and tablets were the most popular shopping devices throughout the day, with 69% of shoppers spending online at 3pm, during the Queen’s speech. PCs were a popular online device of choice in the early hours of the morning, with 48% of shoppers using computers between 6-7am.
This year’s research shows that Kingston upon Thames was home to the biggest spenders, with the highest number of online transactions, followed by East London and Ilford.
“Christmas sales have defied expectation this year, rising by 5%. We’ve also seen a year on year increase of 9% throughout December so far. This increase in sales is due to extended sales periods during the “Golden Quarter” between Black Friday and Christmas. People continue looking to snap up Christmas deals throughout the day and into Boxing Day,” said Chris Boaz, head of marketing of PCA Predict.
“This year, mobile usage was at its highest from 8-11am (73%), pointing to the fact that people are choosing to shop during family-time hours.”
“The past few years have seen a steady increase on consumers shopping on their mobile devices during Christmas, which means they can shop to their heart’s content without having to leave the dinner table. Mobile friendly websites and seamless checkout experiences give ecommerce retailers an edge, as illustrated by the increase in traffic to mobile devices.”
PCA Predict’s Ecommerce Trends tool aggregates data live from PCA Predict’s 11,000+ UK retail customers.