ONLY 4% of shoppers bought ALL their Christmas gifts online in 2018

This year, 66% of shoppers bought at least half of their 2018 Christmas gifts in a physical store and an impressive 22% of shoppers bought all of their Christmas gifts in a shop.

If you put those stats head to head (4% all online vs 22% all offline) it’s clear that offline retail still plays a major role in our buying habits. Especially when you consider that 12% of shoppers didn’t buy a single Christmas gift online.  

But let’s not forget the key role that online shopping plays in supporting the high street; not cannibalizing, as many digital naysayers would have you believe. According to our research, 36% of shoppers research products online before they buy them offline. Which means there’s evidence for businesses to have a strong digital presence to support and even drive their offline endeavours.

In 2018, only 4% of shoppers bought all their Christmas gifts online. Which means good things for our high streets in 2019.

If you bought all of your Christmas gifts online this year, you’re in the minority.

According to the over 2,000 shoppers, we asked, only 4% of respondents bought all of their Christmas gifts online.

Which means that the high streets aren’t all doom and gloom.

This year, 66% of shoppers bought at least half of their 2018 Christmas gifts in a physical store and an impressive 22% of shoppers bought all of their Christmas gifts in a shop.

If you put those stats head to head (4% all online vs 22% all offline) it’s clear that offline retail still plays a major role in our buying habits. Especially when you consider that 12% of shoppers didn’t buy a single Christmas gift online.  

Bought all their Christmas gifts online.

christmas-2018-66-shoppers

Bought at least half their Christmas gifts in a physical store.

Bought all of their Christmas gifts in a physical store.

But let’s not forget the key role that online shopping plays in supporting the high street; not cannibalizing, as many digital naysayers would have you believe. According to our research, 36% of shoppers research products online before they buy them offline. Which means there’s evidence for businesses to have a strong digital presence to support and even drive their offline endeavours.

The  #WDYT campaign

Our #WDYT (What do you think?) campaign aims to empower high street retailers to build a digital presence to support their offline offering, leading to a proven increase in both footfall and sales.

Why are we doing this? Well, our research shows that 70% of shoppers don’t think the high street is dead. And we think there’s room to improve this figure with a few digital changes. 

"Data from this past Christmas shows that our high streets are anything but dead. But they are, without a doubt, changing fast.

 

Retailers that adapt and serve today’s digitally enabled customer from their high street stores are the winners. We know that shoppers want a great digital and physical experience. Retailers and retail ventures that deliver this are reaping the rewards."

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Polly Barnfield, Maybe* CEO & Founder

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