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Retail index reveals increase in last-minute Christmas shopping online

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By The Drum Team, Editorial

December 28, 2011 | 2 min read

Research has revealed an increase in last minute Christmas shopping online in the UK.

The Kenshoo UK Retail Index found that UK retailers generated 314% more revenue from online search advertising on Christmas Eve and 111% more revenue on Christmas Day in 2011 in comparison with 2010.

Other key findings include a 429% increase in online retailers' return on advertising spend year-on-year for Christmas Eve, and a 90% increase for Christmas Day.

For the 54 days leading up to and including Christmas, online retail revenue driven by search advertising increased 61% year-on-year, whilst online retailers' return on advertising spend increased 60% year-on-year.

The Kenshoo U.K. Retail Index research covers paid search advertising in the U.K. across channels like Google, Yahoo, and Bing. The trends were culled from an aggregation of nearly 2 billion total search advertising impressions, over 40 million clicks and nearly 2 million online sales transactions.

Aaron Goldman, chief marketing officer at Kenshoo, said: "Last minute shopping had new meaning in the U.K. this year as consumers turned to the Web on Christmas Eve and Christmas Day.”

"With stores always open online, people continued searching for deals and, thanks to savvier search marketing efforts, retailers were successful in capturing the increased demand.”

Ecommerce Online Shopping

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