Nov 11, 2021
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Fifth of Britons 'most likely' to do all Christmas shopping online - survey

Nov 11, 2021

A fifth of UK consumers are “most likely” to do all of their Christmas shopping online this season, ahead of six other major countries, with only 9% of Britons saying they will do all their festive shopping in physical stores.

House of Fraser

That’s according to a September survey of 9,000 consumers by the mobile app experience company Airship, which showed the UK ahead at choosing the internet for gift-buying this year at 20%, followed by India (18%) and the US (16%) with France, Germany, Australia and Singapore all lower still.

Some 51% of UK respondents expect online shopping to account for three-quarters or more of their Christmas shopping, and 49% said three-quarters or more of that online shopping will be done on smartphones rather than regular computers.

By comparison, 48% of global respondents expect to do three-quarters or more of their festive shopping online, and 47% say that three-quarters or more of their online shopping will be done on their smartphones rather than on their desktops.

The survey also highlights the rising usage of smartphones while shopping in-store. When visiting a store, 72% of UK consumers are likely to use loyalty cards or coupons stored on their smartphones, while 69% said they would compare prices (via Google or Amazon), visit the retailers’ website (69%), use the retailer’s app (65%), and check online reviews (63%).

For most countries and generations, the likelihood of using a retailer’s app while shopping in-store is only a few percentage points behind visiting the retailer’s website, despite people having to first download them, the report showed. 

Among UK consumers, 77% are using retail apps more, or about the same, since the pandemic began, which, among countries included, is only surpassed by Singapore and India, at 79% each.

Overall, 81% of Millennials have used retail apps more, or about the same, since the pandemic began, followed by 77% of Gen X, 74% of Gen Z and 66% of Baby Boomers. Generationally, Millennials lead in the likelihood to perform all of these in-store digital activities.

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