John Lewis predicts Christmas Day mobile sales rush

Department store chain John Lewis has predicted that online traffic from mobile phones and tablets on Christmas Day will overtake that from desktops for the first time. 

Mobile reportedly made up almost half of all traffic to on 25 December 2012, but the retailer expects that mobile will overtake desktop traffic at 5pm on Christmas Day this year.

Mark Lewis, online director at John Lewis, remarked : "Mobile is set to be the shining star of Christmas 2013.

"Shopping is becoming much more of a social experience with people browsing, purchasing and sharing ideas with others using their mobile phones and tablets. We expect this to increase dramatically during the festive period as customers shop on the go and we anticipate that Christmas Day will be the tipping point for mobile."

Lewis's comments come as John Lewis launches a new transactional iPad app, which is part of the company's on-going investment in multichannel retailing.

Research into consumer shopping habits by the business also shows that the busiest time for mobile traffic is 10pm, with fashion in particular being a popular category for mobile sales. Some 78% of total sales in the category are now completed on a mobile device, the retailer added.