Online sales soar in November

Sales were up 23.4% month-on-month and 21.5% year-on-year.

Christmas was the big sales driver and the gift sector delivered the largest growth - up 123% month-on-month, the biggest leap since between October and November in 2006.

Big ticket items fared well as shoppers made purchases before the VAT hike in the New Year. Sales of electrical items were up 44% month-on-month and 12% year-on-year.

Clothing, footwear and accessories sales also jumped as consumers rushed to buy winter jackets and woolly socks as the big freeze set in. The sector managed a year-on-year increase of 35% - its strongest growth for 18 months.

There was also a 50% leap in the clothing sales conversion rate, suggesting consumers are not just surfing the net to window shop but researching the best price and placing an order.

IMRG director of information Tina Spooner said: “November was a very strong month for online retailers. It has also been a very unique month - the huge rise in shopping combined with one of the heaviest snowfalls in recent years has proved challenging for many online retailers.

“It will be interesting to see how this will affect consumer confidence and whether it will result in a weaker than expected December.”

EBay Advertising UK and EMEA director of advertising partnerships Phillip Rinn said: “The latest Index shows how UK online retailers continue to defy the backdrop of uncertain high street expectations by posting exponential growth figures month-on -month.

“November’s increase on the previous month clearly indicates a step-change in the adoption of online shopping in the UK, which is increasingly becoming the first point of call when consumers first consider their festive purchases.”