The popularity of American shopping days is also on the up, with 65% of retailers planning Black Friday promotions on 28 November, the day after Thanksgiving, one of the most important shopping days in the US retail calendar. 69% of those surveyed also said that they expect the popularity of Black Friday promotions to continue to gain traction in the UK in the years ahead.
Another tradition that has crossed the Atlantic is Mega Monday, traditionally the busiest online shopping day in America, which is set to fall on 1 December. Nearly all (96%) of the retailers questioned predicted that traffic will increase to their site on Mega Monday, compared to last year.
While practical gifts are viewed by over half (51%) as the most popular type of present predicted to be under the Christmas tree, this has dwindled from 69% last year, as an increasing number of retailers (37%) think that frivolous, fun presents will be more popular than in previous years. Over one in ten (12%) think that shoppers will be more likely to purchase a few expensive luxury gifts instead, reflecting the UK’s burgeoning consumer confidence.
On Christmas Day itself, nearly all (99%) retailers expect traffic to their sites to be up, as shoppers scour for sale bargains, with the peak time for online shopping predicted to be between 8pm and 10pm.