According to recent research from the computer software giant Adobe, 19.3% of total online sales for the year will be made during the Christmas period, as stated in a blog by the company. This is an increase of 10% compared to 2013 figures and the UK is also expected to witness around 25% of its online Christmas transactions to come from mobile. November 25th is expected to see the largest jump in spending – up 51% compared to any other day – with projected revenues set to reach around £208 million in the UK. This figure is expected to only be beaten by Cyber Monday – which falls on December 1st – when around £281 million is expected to be spent.
The rise in the number of online purchases made via a mobile or tablet device can be attributed to improvements made to the technology itself, namely bigger and brighter screens, but also increased online security from such devices. Better mobile traffic, mobile beacons and mobile payments have also all contributed to this increase.
President of Europe, the Middle East and Africa for Adobe – Mark Zablan – said that “growth in smartphone traffic was especially robust with a growth rate of 72%, more than double the 30% growth in tablet traffic.”
Different European markets will experience higher spend on different days to the UK however, with Germany expected to see around £346 million be spent on December 8th, France to see £302 million on January 7th and Sweden to see £79 million be spent on December 15th.
The Adobe Digital Index 2014 Online Holiday Shopping Forecast analysed over a trillion visits to 4,500 retail ecommerce sites over a seven year period.