If Santa shopped online where would he source what ends up in your stocking?
Christmas comes but once a year and online the winners will take the lion’s share of the shoppers’ pounds.
We wondered who would be enjoying their Christmas lunch the most this year and came to the conclusion that the best way of identifying this year’s winners was to look at the core elements of a Christmas stocking. An office poll resulted in the ideal Christmas stocking containing five elements: something to eat, something to drink, something to read, something to watch and of course chocolate money.
So we’ve put each of these categories through our benchmarking tool – well four of them: food, drink, books and DVDs. For the fifth, it’s a time for giving as well as receiving and as the charities are filing our letter boxes and our TV screens with endless appeals to our generosity, we thought we would look to see who we think might attract the most cash online.
James Hammersley is a founding partner of Good Growth. He is also the co-author of ‘Leading Digital Strategy’, a guide to e-commerce strategy.