*Clarity In Marketing

Nearly 80 per cent of shoppers in the UK are planning to buy Christmas presents online this year, according to a new poll by the Interactive Media in Retail Group (IMRG).

Highlighting the current economic slowdown as the key influencing factor:

• 68% of shoppers said that they are more likely to shop online for Christmas presents this year,
• 77% of shoppers are planning to carry out about half or more of their Christmas shopping online (a fifth more than in 2007) because of the competitive prices available online.

Christmas shoppers will use a mix of online and offline

The research also highlights that the internet is becoming an increasingly important for research before purchase and for driving consumer choice.

• 86% of shoppers said they would research Christmas shopping options before buying in-store
• 59% stated they plan to research gift options in-store before buying online

Christmas shoppers start early

Importantly for retailers, 58% said they are looking to spread the cost of Christmas by starting their shopping earlier this year, because of the economic slowdown.

James Roper, CEO at IMRG, says: “Christmas can be an expensive time of the year, and this year it will feel particularly so for many who are being squeezed in the economic slowdown. The online route is great for those of us trying to maintain a champagne taste on a beer budget. So, it’s ideal a large majority of shoppers are planning to use the internet to research the most interesting products and services. It will really ensure they get value for money during the festive period.”

10 point checklist for bumper sales this Christmas

Consumers shopping online are not just looking for the lowest price. Here's our checklist to make your on and offline Christmas a bumper one.

1. Delivery options
   Shopping online can be great value but waiting in all day for a delivery can be a real pain. So provide as wide a range of delivery options as you can and communicate them clearly. Adding the delievry options to your product pages can help increase your sales. Amazon.co.uk do this very well with their 'Guaranteed delivery by 1pm.
2. Reduce the risk
   Offer no fuss money back gurantees, option to exchange products after Christmas.
3. Reassure
   Add customer testimonials to your product pages to give new customers confidence to make their first purchase from you.
4. Make it simple to buy
   Ensure you have nice obvious 'buy' links or buttons next to each product on your website and in your enewsletters.
5. Upsell with gift suggestions
   Provide inspiration in enewsletters, confirmation and check out pages by segmenting your products and promoting gift ideas for him, her, Dad, girlfriend etc. And perhaps reduced shipping costs for multiple purchases too to incentivise additional purchases.
6. Don't forget to offer vouchers
   Ideal for converting those with difficult relatives, idecisive shoppers and thise that leave it till the last minute!
7. Offer wrapping service
   Free or paid for it could make the difference between buy from you or a competitor.
8. Incentivise the purchaser
   Offer special discounts in January with purchases and use a minimum spend qualification just above your average sale value to push up your income.
9. Advertise
   Google Ads lets you use competitiors brand names as keywords so if you offer an alternative or complimentary product it's a great way to reach people who know what they want and are looking to buy. Targeted press ads and inserts can also work well - we can great discounts on media for you too.
10. Don't delay
    Most importantly, start now. If consumers are planning start their Christmes shopping early - so are your competitors!

For help planning and implementing your Christmas marketing contact Clarity In Marketing, with a braod range of experience in retail and etail marketing to make your Christmas go with a bang it'll be like having Father Christmas on your team!