Amidst the dynamic landscape of December retail sales, Visualsoft’s recent report provides valuable insights into Christmas 2023. Contradictory reports abound, but a closer look reveals a consistent narrative—consumers are still spending, albeit with a focus on more orders of smaller values.
Visualsoft’s data highlights a significant 12-13% growth in UK online retailer revenue during the final month of 2023. Beneath this, a unique trend emerges, showcasing a consumer preference for increased order numbers, with a substantial 19% rise, while the Average Order Value experiences a 5% decline.
Surprisingly, the week leading up to Christmas witnesses a remarkable 20% rise in revenue, challenging expectations. Visualsoft attributes this to enhanced courier flexibility, offering guaranteed next-day delivery options for last-minute purchases.
Within this surge, smaller orders gain prominence, with a remarkable 34% increase in order numbers. Mobile orders play a dominant role, constituting 57% of total revenue. The fashion sector takes center stage, contributing 28% to overall revenue, with a noteworthy 39% increase in clothing and fashion orders. Footwear sees substantial growth, accounting for 10% of revenue with a 28% YoY increase.
Jewellery revenue, comprising 7% of the total, experiences a commendable 15% rise. The report underscores the evolving consumer landscape during the holiday season, with practical gifts gaining prominence.
The last week before Christmas witnesses a robust 20% rise in revenue, alongside a simultaneous 25% increase in online visits. This suggests a potential shift in consumer behavior, with online browsing potentially leading to in-store purchases or anticipation of early Christmas sales. Visualsoft concludes by emphasizing the importance of alignment between brick-and-mortar and e-commerce strategies. The intricate dance between online browsing and in-store purchases highlights the need for a cohesive approach, ensuring a seamless shopping experience for consumers during the holiday season.