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Quarter of consumers planning Christmas Day online shop

More than a quarter of UK consumers expect to conduct some online shopping on Christmas Day, says a new survey from retail agency Savvy.

Shopping online more for gifts is the plan for 58% of consumers during the Christmas build-up this year, as eCommerce continues to grow in popularity among Brits.

While 26% are planning a 25 December digital purchase, it is expected to come after shoppers cut back on typical festive spending in the weeks leading up to the big day.

Savvy’s survey of 1,000 household shopping decision makers found that 32% of shoppers are planning to spend less on Christmas decorations, and 28% plan to reduce their outlay on going out this year. Fewer shoppers will be buying Christmas clothing – with 30% said to be making cuts in this area.

Some 22% of shoppers will be buying fewer gifts for (non-close) friends and family, while, 65% of shoppers admitted to being influenced by discounts and offers when buying presents this year.

Alastair Lockhart, insight director at Savvy, commented: “Savvy’s latest research suggests that the slowing retail spending momentum we’ve seen in October and November is likely to continue throughout the 'Golden Quarter', as cautious shoppers watch their spending this Christmas.

“Retailers are already feeling nervous. Black Friday discounts were broad and deep at many retailers – more the feeling of the January Sales than a one-day spectacular. A toxic combination of weak sales momentum and discounting could have worrying implications. Retailers will be hoping for a pre-Christmas sales surge in the final weeks.”

Savvy also said that 30% of consumers plan to do their main Christmas food shop at Tesco, with 76% still using one of the big four supermarkets, which also includes Asda, Sainsbury’s and Morrisons. 12% of those who responded to the survey plan to use discounters Aldi or Lidl, while 6% will use a premium retailer.

Other findings were that 24% of shoppers opted to purchase Christmas gifts throughout the year, with 18% buying the bulk of their gifts this way to spread trhe cost. Some 21% bought gifts on Black Friday, highlighting how the new discounting event on the retail calendar is having an impact on the traditional peak shopping period.