E-Commerce during the Christmas Period

Brands are already getting their advertising campaigns into full swing to ensure they are the top performing brand this coming season. Last year consumers spent a huge £91 billion within the Christmas season, which was up 18 percent from 2012. Experts are predicting that online spending will break records this Christmas season, with a key focus on the estimated percentage bought from a mobile or a tablet. Marketing research company Mintel expects a growth in retail sales of 3 percent in December 2014, taking sales up to £36.5 billion in the UK.

The Centre for Retail Research suggests that the UK is the biggest mobile commerce markets in Europe, with a predicted spend of £7.9 billion this year. Tesco reported that more than a third of its online grocery orders during last year’s Christmas season were placed via mobile, and experts are expecting Christmas spending on mobile and tablet to increase this year, as social media starts to come a part of consumers buying habits. Mobile devices and social media sites will play a bigger role this year during the Christmas gift-buying period, says a survey  from MarketLive. Retailers and brands are starting to rely on social media to drive purchases, whether that is in-store, on e-commerce sites or through social e-commerce.



Researchers from digital marketing platform Offerpop have suggested that 67 percent  of retailers are increasing social media spend due to consumers looking to brands this Christmas. As well as increasing their general spend on social media, 92 percent of marketers are saying that they will spend the majority of their social budget with Facebook. Surprisingly, 73 percent of marketers say that Instagram is the breakthrough social media network for 2014.


The recent introductions of buy buttons on Twitter allows brands to drive direct product sales without users leaving the social networks sites. This targets the rapidly growing mobile device audience, and with more than 1.5 billion active users, it is crucial that e-commerce brands take note of the developing consumer’s social buying patterns for this Christmas. Nearly half of consumers say they plan to make purchases based on referrals from social media sites such as Facebook.

Marketers should factor this developing social and mobile buying behaviour into all of their digital campaigns, ensuring that the buying process is short and experiences are mobile-optimised in time for Christmas. We at Digital Clarity ensure all of our e-commerce clients are mobile optimised and ready for the direct product buying via Facebook and Twitter.


Grace Bethell
Grace Bethell is a BA (hons) Advertising graduate from Southampton Solent University. She has specialised in Digital Marketing as well as being certified in Direct and Digital Marketing by the Institute of Direct Marketing (IDM). Grace wrote her thesis on Social Media, focusing on how brands engage through visual social media platforms. Grace works within the Inbound Search & Social team at Digital Clarity and manages accounts across a range of multi-disciplined verticals.