UK online sales on Boxing Day increase by almost a half, IBM analysis shows

IBM: growth in online Boxing Day sales

IBM: growth in online Boxing Day sales

Online sales on Boxing Day (26 December 2012) increased by 44.95% compared to the same day in 2011, analysis of retail traffic by IBM reveals.

IBM’s Digital Analytics Benchmark study found:

  • Mobile traffic: the number of consumers using a mobile device to visit a retailer’s site reached 30.7%, up from 19.8%  in 2011 on the same day
  • Mobile shopping: the number of consumers using their mobile device to make a purchase increased to 24.7%, up from 15.9% in 2011 on the same day
  • The iPad factor: the iPad generated more traffic than any other tablet or smart phone, reaching 15.8% of online shopping, an increase of 109% over 2011 on the same day. This was followed by iPhone at 8.6% and Android 6.1%
  • Social shopping: shoppers referred from social networks such as Facebook, Twitter, LinkedIn and YouTube generated 0.2% of all online sales

“These figures don’t come as a surprise,” said Chris Withers, head of Smarter Commerce UK, IBM.

“Retailers started their promotions early this year, but shoppers have still been holding out for the best prices around and after Christmas. Going online is one way of ensuring they get these deals.

“The combination of an increase in use of smart phones and tablets, better retail websites, and devices such as the iPad being top of most gift lists this year has created a perfect storm of factors for healthy Boxing Day online trading. Retailers now need to ensure they keep on providing the best customer service possible across all of the places their customers shop.” 

IBM Digital Analytics Benchmark is a cloud-based web analytics platform that tracks e-commerce transactions, analysing raw data from 150 retailers it the UK.