What does spike in December online sales mean for 2016?

What does spike in December online sales mean for 2016?

Commenting on the December 2015 ONS retail statistics published this morning, David McCorquodale, KPMG head of retail said

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Commenting on the December 2015 ONS retail statistics published this morning, David McCorquodale, KPMG head of retail said:

“With Online sales increasing by a whopping 8.2% compared to the 2014 festive period, it’s safe to say Christmas was an online affair for 2015.

“However compared with the previous month the quantity of goods bought online decreased by 5.2%, showing that the impact of Black Friday has made shoppers more savvy, with them spreading the cost of Christmas present buying over 6 weeks rather than the more traditional 2.

“No doubt the unseasonal weather was a contributing factor to the increase in online sales, with statistics showing more than 190% of average rainfall in December as well as much milder temperatures.  This not only prevented consumers from venturing out to the shops, but also discouraged ideas of purchasing new “winter warmers”.

“Today’s statistics also show that average store prices fell by 3.2% over the festive period compared to the previous year, highlighting the 18th consecutive month of year on year price drops – good news for consumers but falling prices don’t necessarily encourage consumers to shop if they feel they can wait for prices to drop further.

“The ease of signing in rather than walking in, combined with increasingly smooth running of logistics and fulfilment networks, is also good news for the consumer but the retailers will have to reconsider the role of the store and the store associate if they wish to reverse the drift to the online channel.”

ENDS

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