• 20% expected increase in online Christmas shopping
  • 56% of Europeans to shop online this Christmas
  • 100% increase in number of consumers doing at least half of their shopping online

According to a recent survey by Tradedoubler, a European provider of online marketing and sales solutions, Europeans plan to do almost 20% more of their shopping online this Christmas season, compared to last year. The increase in online shopping is attributed predominantly to convenience and time saved while purchasing on the internet, as well as the competitive online prices and the absence of crowds.

The survey illustrated that across Europe, 56% of respondents plan to do at least a quarter of their Christmas shopping online this year. Furthermore, the number of people who plan to do at least half of their Christmas shopping online has doubled, when compared to last Christmas. Additionally, the survey indicated that while the number of online shoppers has increased, overall spend on Christmas is expected to remain the same, implying that a larger chunk of total Christmas spending will go towards online this year.

As expected, high-purchase items for online Christmas shoppers are likely to be gifts, followed by holiday travel arrangements. Interestingly, 70% of respondents said that they can be easily distracted while Christmas shopping on the high street and frequently end up buying items for themselves as well. Encouragingly for online advertisers, 16% of respondents felt that they would be even more likely to shop around and treat themselves as well when shopping online, reinforcing the notion that internet users are increasingly receptive and responsive to online advertising.

UK Specific Survey Results
Looking specifically at results from respondents in the UK, the survey found that UK shoppers are setting the trend for their European counterparts with a massive 80% of shoppers planning to buy at least a quarter of their Christmas purchases online this year – an increase of 15% over last year.

With festive shoppers crowding the high streets, causing lengthy till queues it is hugely encouraging for online marketers that such a large percentage of those surveyed prefer to do their Christmas shopping online from the comfort of home or work.

Another positive finding for online advertisers is that amongst the most tech savvy 18-24 age group, 100% of respondents in the UK are now planning to do between 25% - 100% of their shopping online this Christmas, compared to 80% last year. UK businesses may be less pleased to hear that almost half of the population surveyed said that they would do their Christmas online shopping during working hours, rather than from home.

“With the overall increase in online Christmas shopping this year, retailers will be pleased to hear that their online advertising spend will go even further than it has in the past,” said Will Cooper, Chief Marketing Officer at Tradedoubler. “Improved online offerings from retailers and increases in online advertising spend coupled with an growing desire amongst consumers to ensure efficiency, convenience and value for money mean that more consumers than ever are turning to the Internet for their shopping needs.”

About Tradedoubler
Founded in 1999, Tradedoubler is a European provider of online marketing and sales solutions. Industry leaders all over Europe have partnered with Tradedoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. Tradedoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple Store, Dell, Telia Sonera, eBay and Kelkoo. Please visit for further information.


Editorial contacts

Euro PR Group
Sue Glanville
T: +44 (0) 208 917 4900

Will Cooper
T: +44 (0) 207 881 1404