Festive European online holiday sales to reach €35bn

Online European holiday sales during November and December are projected to raise €35bn, according to a report from Forrester.

Mobile, tablet and online sales in the two-month festive period will account for 23 per cent of 2014’s holiday revenue as a whole.

67 per cent of European internet users will buy online in 2014, increasing to 75 per cent by 2018 as a growing number of retailers promote purchases in the period.

The UK will be the most profitable European market as a result of the US’s Black Friday engaging across the Atlantic prompting earlier holiday purchases according to the report.

Furthermore the wider availability of mobile devices will inevitably see more holiday-goers book through their smartphones and tablets – rather than visiting a physical travel store during the rushed festive period with 49 per cent of shoppers agreeing it is easier to purchase online.

The report said: “Online holiday sales are a potential growth engine for overall holiday sites. The increasingly cross-touchpoint and multidevice nature of European shoppers means that eBusiness professionals must be ready to manage growing complexity.

“In the highly intense holiday retail sales period, excellence in omnichannel execution is even more critical.”

This follows research published earlier today showing that 80 per cent of mobile retail searches end in a purchase, a claim which will benefit the travel sector in particular during the Christmas period.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.