New research shows more consumers have gone online to bag bargains during this festive season

New research shows more consumers have gone online to bag bargains during this festive season

As many as 40% of UK consumers were planning on doing at least half their Christmas shopping online this year, according to new research commissioned by EPiServer, a provider of platforms designed to drive online engagement.

The survey of 2,000 UK adults, carried out in December 2010, also revealed that 39% agree the amount of shopping they do online has increased over the last 12 months.

Not surprisingly, price was cited as the most important factor when shopping online, however, the survey also shows UK shoppers were more savvy when it comes to buying on the web. Almost half (45%) said they check more than one site to compare prices and products before making a purchase and around a third (35%) will have searched for a voucher or discount code before committing to buying.

Women more adept at voucher hunting

Women appeared to be the most savvy when it comes to bagging a bargain online, with 39% checking for a voucher or discount code before purchasing, compared to just 29% of men. They were also much more likely than men to compare prices across sites, with almost half of women (48%) hunting bargains, while 61% of men don’t bother.

Neal Perry, EPiServer UK country manager, said: “It’s no surprise that online shopping has increased, the fact that two in five consumers will buy more than half their Christmas goods over the web underlines how fundamental the web has become for British consumers.

“While this is positive for British retailers, the survey also reveals a critical challenge, with a significant number of consumers shopping around and comparing products before making a purchase. To convince these savvy shoppers to buy, retailers need to deliver an engaging and satisfying online experience, otherwise they’ll merely migrate to the competition.”