Festive online revenues rally, up +11.3%, as improving consumer confidence, extended discounting and looming Christmas delivery deadlines boost digital sales
Festive online revenues rally, up +11.3%, as improving consumer confidence, extended discounting and looming Christmas delivery deadlines boost digital sales
Improving consumer confidence, early Boxing Day discounting and looming delivery deadlines for Christmas orders saw ecommerce revenues rally last week, according to the latest data from Wunderkind, the leading AI-powered performance marketing and identity platform.
Original data from Wunderkind’s Marketing Pulse, which analysed over 34.2 million online shopping journeys, revealed that ecommerce revenues rose +11.3% last week (Week 50, w/c 09 Dec 2024) compared to the week before (Week 49, w/c 02 Dec 2024).
With GfK’s consumer confidence survey inching up by +1 index point in December and shoppers reportedly planning to spend 10% more on Christmas gifting, Wunderkind’s data showed that online conversions across the first two weeks of December (Week 49 and 50) were up +17.5% year on year. Similarly, in-store footfall rose +15.4% over the weekend (14 & 15 vs 07 & 08 Dec 2024) according to Sensormatic’s data with High Streets the best performing physical retail destination, jumping +25.8% versus the weekend prior.
Meanwhile, after a buoyant Black Friday ecommerce revenues continued to rise in early December, up +26.2% year-on-year in Week 49 and +25.19% in Week 50, as some retailers started to bring forward Boxing Day discounting. As early as last week,brands including Debenhams, Sweaty Betty and Liberty, started offering savingsusually reserved for traditional Boxing Day sales to drive pre-Christmas purchases.
Wulfric Light-Wilkinson, General Manager, International of Wunderkind, commented: “Consumer confidence is gradually improving, but spending remains cautious. With intense online competition for wallet share, every conversion is hard-fought. As we approach the peak of Christmas trading, retailers face pressure to make every engagement count. Success will hinge on identifying and retargeting customers with timely, personalised product recommendations and promotions, delivered through the most effective channels.”
As well as improving shopper confidence and extended early discounting, the increase in early December ecommerce sales may have been amplified by consumers looking to get ahead of online delivery deadlines and avoid shipping delays. With Royal Mail’s staggered timetable for last delivery dates starting to come into effect from yesterday (18 December)– and delivery deadlines for Christmas online orders from major retailers, including JD Sports, Currys, Matalan and Schuh, coming into force this coming weekend – consumers have acted decisively to get their orders in ahead of time to avoid delayed deliveries on festive gifts.
