Michael O’Grady says, “In Western Europe, November and December account for a fifth of annual retail sales. However, consumers aren’t spending more over the holiday period; they are just shifting their spending earlier in the shopping season. Forrester expects European online sales over the holiday period to grow 12.5% compared to 2014. In the UK, heavy discounting, notably as a result of Black Friday and Cyber Monday promotions, has a huge impact on holiday shopping.

  • Holiday spending is of critical importance to retailers. In 2014, Amazon traded one-third of its retail sales in the last three months of the year. And in the UK, 19% of annual retail sales happen in the six-week run-up to Christmas. Consumers spend more online during the holiday period and buy from more retail categories than they do during the rest of the year. Toys, jewelry, perfume, and videos are among the most popular categories bought online”.

Holiday Shopping Moves Online — In Both Western Europe And The US

The Forrester Blog

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