Becky Lawson

Boxing Day a huge hit for online spending

It was a record breaking Boxing Day this year online, with a massive 13 million hours spent shopping online on 26th Decemeber 2011.

It was reported last week that Boxing Day attracted the most number of online shoppers in the UK, with visitor numbers reaching a whopping 96m.

This figure is up 19.5% compared with 26th December 2010, when 80.5m visits were recorded online. Experian Hitwise, who conducted the research, said that these figured indicate that Boxing Day 2011 was the single biggest recorded shopping day in the UK to date, which could be

The Boxing Day success for online retailers follows the increased level of traffic recorded on Christmas Day, with December 25th 2011 seeing 62.8 million UK Internet visits arriving on retail websites to browse the seasonal sales and make purchases. It seems consumers carried on the trend through to Boxing Day which fell on a Monday this year and could further explain the sharp rise in online shopping this festive period. The extended holidays and limited store opening hours over the festive season could also be a factor which influenced consumers choice to shop online.

The research also highlighted trends in online shopping throughout the Christmas period, which showed that multichannel retailers accounted for the majority of visits online during December, in particular on Boxing Day when there were almost twice as many visits to multichannel brands than those to pure-play online retailers. With many seasonal sales starting earlier than usual this year, the need to visit the high street is becoming less important to consumers, who can pick up the same bargains online with fast delivery.

James Murray, Marketing and Research Analyst at Experian Hitwise, attributes the success in part to the increased interest in shopping on Christmas Day. He said: “The gathering momentum since Christmas Eve has led to the biggest online shopping day ever witnessed in the UK. Another contributing factor to the record-breaking figures was that Boxing Day fell on a Monday this year”.

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