One-Fifth of UK Christmas Season Retail Sales Will Be Digital this Year - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

One-Fifth of UK Christmas Season Retail Sales Will Be Digital this Year

Mobile shopping boosts digital sales

October 31, 2016

During the core holiday shopping period of November and December 2016, UK retail ecommerce sales will reach an estimated £16.90 billion ($28.83 billion) and 20.3% of all holiday season retail sales, up from £14.65 billion ($22.39 billion) and 17.8% last year.

UK Retail Ecommerce Holiday Season Sales, 2013-2016 (billions of £ and % change)

The increasing shift to smartphone buying in the UK will contribute to the ecommerce uptick during the Christmas period. eMarketer predicts that smartphones will account for 36.4% of total retail mcommerce sales in the UK in 2016, still trailing tablet commerce. However, by 2020 the balance is expected to have shifted, at which point smartphones will account for 52.0% of the mcommerce total.

“Retail ecommerce sales during the festive season look set to shine this year, despite the wider economic conditions in the UK,” said eMarketer senior analyst Bill Fisher.

UK Retail Ecommerce Holiday Season Sales Share, 2013-2016 (% of total retail holiday season sales)

“This is in no small part due to a digitally advanced consumer, who has been quick to embrace digital buying and particularly smartphone buying. And during the Christmas shopping period, these digital habits become even more accentuated.”

Overall UK retail sales are expected to reach £83.22 billion ($127.18 billion) during the holiday shopping season in 2016, representing annual growth of 1.3%. This marginal rise is an improvement over 2015, when retail sales during the festive period actually declined by 0.3%. eMarketer had originally forecast growth in retail sales for this period in 2015, but an unseasonably warm winter meant that the apparel sector posted sluggish sales results, dragging down the total.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.