UK Holiday Season Shopping Preview 2016: Christmas Shoppers Ever-More Influenced by Digital - eMarketer
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UK Holiday Season Shopping Preview 2016: Christmas Shoppers Ever-More Influenced by Digital

eMarketer Report

By: eMarketer

Published: November 03, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Despite economic uncertainty, and against a backdrop of unspectacular overall retail sales, retail ecommerce in the UK will post strong growth during this year’s holiday shopping season in November and December. Digital’s role in Black Friday sales and the growing influence of mobile will be key drivers.

  • Overall retail sales for November and December will post only marginal growth over the same period in 2015. However, retail ecommerce sales will see impressive growth of 15.4% to reach £16.90 billion ($25.83 billion).
  • The effects of Brexit aren’t expected to be felt during this year’s holiday shopping season. While the UK’s economic future remains somewhat uncertain, current sentiment is that consumer spending surrounding Christmas will remain unaffected.
  • US-import sales days Black Friday and Cyber Monday are becoming increasingly influential on how and when UK consumers shop during the season.
  • Mobile’s growing influence on ecommerce continues to be felt in the UK, and especially at Christmas. Transacting via smartphones, in particular, is becoming more common. By 2020, full-year smartphone mcommerce sales will outstrip tablet commerce sales for the first time.
  • Today’s channel-agnostic consumer is becoming more demanding, particularly at Christmas, and those retailers most willing to embrace both offline and online worlds are the most likely to succeed.

"Retail ecommerce sales for this year’s Christmas holiday season from November to December will reach nearly £17 billion ($26 billion) in the UK and will account for over one-fifth (20.3%) of all retail sales during this period—almost twice the proportion of that in the US."

Table of Contents

eMarketer’s UK Holiday Season Sales Forecast

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Trends Driving UK Holiday Shopping Habits

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15 charts are included in the full report:

UK Holiday Season Shopping Preview 2016: Christmas Shoppers Ever-More Influenced by Digital

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

eMarketer’s UK Holiday Season Sales Forecast

UK Retail and Retail Ecommerce* Holiday Season Sales, 2013-2016

UK Total Retail and Retail Ecommerce* Sales, 2015-2020 (billions of £ and % change)

UK Tops the Charts for Christmas Ecommerce

Holiday Season* Digital Retail Sales as a Percent of Total Digital Retail Sales in Select Countries in Western Europe, 2015

Trends Driving UK Holiday Shopping Habits

Change in Number of Transactions on Black Friday for the Top 10* UK Retail Sites, 2015 (% change vs. average during Nov 1-27)

UK Black Friday Weekend Retail Ecommerce Sales, by Device and Shopping Period, 2015 (millions of £)

Mobile’s Influence Continues to Grow

UK Retail Mcommerce Sales, 2015-2020

UK Black Friday and Cyber Monday Retail Ecommerce Traffic vs. Sales Share, by Device, 2015 (% of total)

Holiday Season* Retail Mcommerce Sales Share in Select Countries in Western Europe, by Device, 2015 (% of holiday season* retail ecommerce sales)

Smartphone Share of Holiday Season Ecommerce Traffic vs. Orders in Select Countries, Nov 24-Dec 26, 2015 (% of total on Demandware's platform)

UK Retail Mcommerce Sales, by Device, 2015-2020 (billions of £, % change and % of total)

On Foot or Online, UK Consumers Want a Frictionless Experience

Internet Users in Select Countries in Western Europe Who Conduct the Majority of Their Holiday Shopping Digitally vs. In-Store, Dec 2015 (% of respondents)

Locations/Channels Where UK Internet Users Conduct Pre-* vs. Post-Christmas** Sales Shopping, May 2016 (% of respondents)

UK Internet Users Who Used Click-and-Collect Services for Christmas Purchases in 2015 (% of respondents)

Issues Experienced When Purchasing Christmas Products Digitally According to UK Internet Users, 2014 & 2015 (% of respondents)