December 3 tipped to be UK’s biggest online shopping day
15 October 2012
December 3 will be the day that most UK purchases will be made online, so retailers need to be prepared for a ‘huge day of e-commerce’, according to a study by Marin Software.
However, despite a major focus on one day in the run up to Christmas, December 10 will be almost as big and retailers need to be prepared, according to the study titled ‘The Online Marketer’s Guide for Christmas – Nine Tips for a Successful 2012’.
Monday, December 5, 2011, widely coined ‘Cyber Monday’, was the largest day in terms of paid search click volumes. However, it only just ousted the number that took place on Monday, December 12, meaning it is difficult to declare an outright winner since the second Monday in December this year falls earlier in the month.
UK advertisers should also be aware that US Cyber Monday on November 26, 2012 is increasing in prominence, as large online US retailers with an online presence in the UK roll their promotions and offers into the UK market on that day.
“The IMRG revealed that UK consumers spent $12.7bn online in December 2011, representing a 16.5% increase on 2010,” says Marin Software EMEA commercial director Jon Myers. “This figure is highly likely to continue to grow in 2012.”
The research also revealed that impressions jumped by 13% in November, but only by 3% in December versus the October baseline. Conversely, revenue increased by 1% in November versus a 21% increase in December, with a similar trend reflected in click-through-rates (CTRs).
This suggests that UK consumers are using November as a heavy research phase, with many search queries on generic terms. However, December is decision time, with consumers clicking on more ads and making more purchases.
The extrapolation of smartphones and tablets also continues to have a considerable impact on the online retail sector in the run up to Christmas. In October 2011, they accounted for 11% of paid search clicks, increasing to 16% in December 2011.
Devina Joshi, London