Saturday 23 September 2017

Consumers turn to web for Christmas

64% of people polled intend to do their Christmas shopping online
64% of people polled intend to do their Christmas shopping online

Paul O'Donoghue

Barely a third of people are planning to do most of their Christmas shopping in bricks and mortar retail outlets, according to a new study.

Research commissioned by Dublin media agency Mediaworks found that of 1,000 people polled, just 36pc said they would do most of their Christmas shopping in-store. This compared with 48pc who said they had done most of their shopping in-store in 2014.

The biggest change came in Leinster, where the number of shoppers intending to buy most of their gifts in-store fell 30pc. Despite the drop, there was no change in the number of people who will do the bulk of their shopping on the web.

Only 13pc said they planned to buy most of their gifts online - unchanged from the year before. Instead, more people are now doing a mix of both, with 48pc saying that they will do some of their shopping online and some in-store. This was up from 36pc in 2014.

Mediaworks managing director Paul Moran said research demonstrates how customers are increasingly moving towards shopping online.

"There are a combination of factors at play here," he said. "Consumers know that considerable value can be found online compared to buying a similar product in store. At the same time, online payment has become easier and more reliable".

However, just six per cent said they would buy their toys online, with half of preferring to visit a store.

Irish Independent

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