Deloitte asked 3,000 customers how they shopped over Christmas 2013, and found 44% claimed to have bought more online compared to 2012.

The survey also found a fifth of shoppers used click and collect services in December, compared to just a tenth a couple of months earlier in September. In addtion, more than 1 in 10 consumers (16%) chose to shop with a particular retailer because of the delivery options they offer.

Online

  • Nearly 1 in 2 consumers (44%) claimed to have done more shopping online last Christmas compared to the same period a year ago
  • 6% of consumers shopped online on Christmas Day

Mobile

  • More than 1 in 10 consumers (13%) claimed to have done more shopping on their smartphone at Christmas compared to the same period a year ago

Multichannel

  • Nearly 1 in 5 consumers (19%) used click-and-collect this Christmas
  • 1 in 10 consumers (11%) used reserve and collect in store
  • More than 1 in 3 consumers (36%) think digital technology in-store can improve the shopping experience
  • 1 in 3 consumers (32%) prefer to browse for gifts online but buy in-store

Loyalty

  • 1 in 4 consumers (25%) tend to buy gifts from the same retailers every year

Discounting / Special offer

  • 1 in 5 (20%) also only buy products on offer when shopping for gifts
  • Nearly 1 in 10 consumers (9%) left their Christmas shopping until the last minute to take advantage of discounts

Fulfilment

  • More than 1 in 10 consumers (16%) chose to shop with a particular retailer because of the delivery options they offer
  • More than 1 in 10 consumers (13%) missed a home delivery due to not being at home at the time of the delivery
  • More than 1 in 10 consumers (12%) returned some of their Christmas shopping
  • 1 in 10 consumers (11%) used next day delivery for their Christmas shopping
  • 6% of consumers claimed they experienced missed delivery slots
  • 4% of consumers claimed to have picked up some of their Christmas shopping from an independent location such as from a corner shop or a locker
  • 1% of consumers claimed they used same day delivery services

Analysis: Why online buying peaks were so different over Christmas 2013