UK shoppers spent £10.4billion online in October, a 5% increase on Covid-generated gains last year, Adobe research has found.
This is the highest online spending ever in October and 58% higher than in 2019.
This brings UK online spending year-to-date to £94bn, up 12% year-on-year and 55% from the same period in 2019.
With the majority of the Christmas shopping season still to come, Adobe says the UK will eclipse last year’s figures and set a new record for e-commerce sales.
The company uses Adobe Analytics to analyze billions of online transactions across UK retail sites. It also conducted a survey of 2,000 UK consumers during the first week of November.
It revealed: UK consumers prioritize convenience over finding the best price for their items, even as 59% fear their spending on Christmas gifts and experiences will be more expensive this year.
Britons no longer believe in deals offered by retailers and are so weary of Black Friday that most of them ignore it altogether.
Shoppers are also so concerned about supply chain issues and driver shortages that they are visiting stores in person this Christmas to make sure they get their gifts on time.
Paul Robson, Adobe’s Global Chairman, said: “UK online spending continues to reach new heights as we enter the crucial Christmas trading period, even surpassing 2020 figures when consumers had little choice but to buy online.
“We’re seeing growing skepticism about pre-Christmas discounts and shopping events like Black Friday, with many consumers prioritizing convenience this year and looking to get all their gifts from one retailer.”
“This presents retailers with a huge opportunity. Those who can target shoppers with tailored offers to entice them and provide a seamless digital shopping experience will be this year’s big winners. »
