46% do majority of Christmas shopping online, with convenience and prices driving the trend

Almost half (46 per cent) of Christmas shoppers are doing the majority of their Christmas shopping online, research from YouGov has found.

It was discovered that of these, 81 per cent shop online because of the convenience, while 57 per cent said that prices are better online.

Of those who prefer the high street, 23 per cent say this is because there's a better selection of products in bricks-and-mortar stores, while 33 per cent ‘enjoy the atmosphere’.

Amanda Walton, regional managing director at Towergate Insurance, said: "We're always interested to find out how people's Christmas shopping habits differ from year to year, especially as the way people shop never stops changing.

"This research shows that buying gifts for loved ones in High Street shops is still an important part of the festive season for many people, despite the convenience of online shopping - and we hope it keeps giving a much-needed boost to the nation's small businesses for many years to come."

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.