Some 85 per cent of UK consumers will buy at least half of their Christmas gifts online this year, but stores still have an important role to play in the omnichannel retail world, new research suggests.

The research, conducted by Tryzens and Magento, also found that 12 per cent of consumers are buying everything for the festive season online, while a quarter claimed to have completed the majority of their gift-getting over the Cyber Weekend. Over one in five respondents began their Christmas shopping in October, and 33 per cent in November. Five per cent claimed to have started their shopping in January 2016.

A further 43 per cent of shoppers do not factor in delivery costs into their budgets at Christmas, while 12 per cent of people will use a Click and Collect service. More than half will choose a specific retailer’s website for specific gifts, rather than browsing for inspiration.

One in three said that they have visited a store first before buying Christmas gifts online, and more than a quarter admitted to price-checking items or buying things from other shops with their smartphone while still in-store.

Price reductions and deals over the festive period are important to 91 per cent of shoppers, with those under 45 more likely to use the Cyber Weekend for the majority of their shopping (37 per cent), compared with those over 45 (19 per cent).

Andy Burton, CEO of Tryzens, commented: “The rising preference for smart devices proves that retailers need to take a mobile first approach and build on the improvements to other e-commerce features such as fulfilment – free delivery, Click and Collect and free returns – to close the circle and deliver exceptional mobile experiences.”

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