Online retailing will account for a quarter of all Christmas gift purchase this year, a new report issued earlier this week revealed.

Industry analysts Kantar Worldpanel estimate that the over 55s will be the biggest online shoppers this year, making up for as much as 33% of all transactions through retail websites.

The decision of many people to do their shopping from the comfort of home or at the workplace is likely to force high street retailers to focus on aggressive promotions to keep the store tills ringing.

Alex Seron, Consumer Insight Director at Kantar Worldpanel, said “ Traditionally the online retail market has been the domain of the younger generation, but this year we will see older generations increasingly using this channel.

“This is largely due to both the convenience element of shopping online, and the perception that it is cheaper than on the high street. With people looking to spend less this Christmas the internet offers a Santa’s grotto of Christmas bargains”.

A separate survey by market research company Retail Eyes found that less than one in ten customers would be doing all their shopping online, whereas 10% planned to shop exclusively on the high street.

The survey also found that four out of five people intend to make at least one online purchase and almost 90% found that crowds and long queues were the most frustrating aspects of Christmas shopping.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit www.locayta.com