19.3% of total online sales for the year will come during the Christmas shopping season

Almost a fifth (19.3 per cent) of total European online sales for 2014 will come during the Christmas shopping period, research from Adobe predicts, while the Christmas period will account for 27 per cent of US online sales.

The US is projected to have 18.5 per cent of online Christmas sales coming from mobile, while the UK will see 24 per cent of sales coming from a mobile device.

“Last year’s report showed strong growth in mobile across Europe, a trend that continues this year. Growth in smartphone traffic was especially robust with a growth rate of 72 per cent, more than double the 30 per cent growth in tablet traffic, certainly aided by the increased screen sizes on smartphones,” said Mark Zablan, president of EMEA, Adobe.

“The continued strong growth in mobile traffic coupled with the emergence of mobile beacons and mobile payments, means European retailers must deploy the right strategies and technologies to create meaningful and relevant mobile experiences for their customers.”

The research predicts that the first spike in online Christmas shopping in the UK will be 25 November – marking a month until Christmas - with a projected spend of £208m, a 51 per cent increase over an average day’s online sales.

Adobe has also said that the peak online Christmas shopping day is predicted to be 1 December (what’s now known as Cyber-Monday) with a projected spend of £281m.

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