Naked Wines reported 76% sales growth earlier in the year. Despite having prepared for a record online Christmas, Naked’s Tech Staff rapidly increased site capacity yesterday evening when unprecedented demand for their “Deluxe Christmas Collection” case temporarily brought the site down. As Angel customers rushed to get their Christmas wine shopping ticked off their list, Naked’s site traffic reached three times the level of anything previously recorded. The website was quickly restored to full service in under an hour following the outage.
These Christmas cases sell out every year, but early demand has been higher than anticipated. During the busiest hour on Thursday evening 3 cases were sold every second. It’s an early sign that UK wine drinkers seem to be planning ahead and heading online to buy their Christmas wine early this year, in anticipation of spending more time drinking quality wine at home over the 2020 festive period.
The Deluxe Christmas Collection, exclusive to Naked Wines Angels, is packed full of Christmas wines and free goodies including a free bottle of craft gin worth £39.99.
James Crawford, Naked Wines UK managing director, said: “With more people drinking at home than ever, we knew Christmas 2020 was going to be a big one, and planned for more than double the site traffic year on year. Despite this, the rate at which Angels flocked to the site was significantly above our forecasts. Thankfully our tech gurus got things up and running quickly and over 40,000 customers were able to order our Christmas deal in the space of 24 hours. We apologise to anyone who encountered an issue with the site last night and hope that a bumper Christmas case being delivered to their doorstep next week will bring a little cheer this Christmas.”