This will be a tough year for holiday season retail in the UK. Shoppers will spend less in 2020, and much of their spend will fall outside the traditional November–December time frame, leading to the lowest holiday retail sales total since 2015.
When the UK government announced a nationwide lockdown for November, the impetus for retail holiday ecommerce shopping was ratcheted up another notch, given that Black Friday shopping falls within this period.
Strong growth in online sales over the 2019 holiday season propelled the UK retail sector past a milestone. Ecommerce represented 28.2% of all holiday retail sales, surpassing the 25% mark for the first time. Total retail sales for the season amounted to £99.26 billion ($132.33 billion).
Digital retail will have a huge impact on UK shopper trends in the coming holiday season. This year,
ecommerce will account for nearly a third of all holiday spending, its largest share to date. Brick-and-
mortar shopping, meanwhile, remains on the precipice.