A new research has revealed that online shopping saved Christmas in 2020! Indeed, 61% of consumers
advanced that their celebrations would have been impossible without this
digital option.
The study was conducted by the leading e-commerce
consultancy firm Wunderman Thompson
Commerce. It published a report titled “Peak Selling and The Pandemic”.
This highlighted how customers chose to save their money instead of spending,
especially during key ‘peak’ retail moments in 2020. It studied 6000 consumers
across the UK, the US and China. Let’s have a look at some of the key findings.
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68% of shoppers’ Christmas purchases was done
online last year.
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57% of respondents advanced that the pandemic
ruined the festivities for them.
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29% admitted that they resisted spending during
the peak period.
Nonetheless, the study did point out that the opinions vary
according to different countries. For instance, Singles’ Day, which is
China’s Black Friday,” was still an important event there. It accounted for over
two-thirds (68%) of total online transactions.
Speaking about the results, Hugh Fletcher, Global Head of Consultancy and Innovation at Wunderman Thompson Commerce, said: “Whether retailers liked it or not, they had to pivot ‘peak’ plans in 2020. And when it came to Black Friday and Christmas, most were forced to adopt a digital-only mindset for what has come to be the busiest and most profitable two months in the year”.
Customers were able to celebrate because of online shopping © Royalty-free image
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