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Consumers gear up for Christmas countdown

With just 100 days until Christmas new research from technology company Retail Assist has revealed the shopping strategies consumers plan to use over the festive period this year.

Shoppers are already getting ahead of the seasonal spending spree with 34% of people having already bought their first Christmas present using a mixture of in store, mobile and online shopping to grab their gifts of choice.

The majority of people surveyed, 57%, expect to shop using a combination of online and in store shopping this year, while 25% of consumers are expected to do all of their shopping online and only 15% of shoppers predict they will buy all their Christmas gifts in store.

Traditionally the drive to buy online has been to save time and money, but the results from Retail Assist’s research has dispelled these myths. The research revealed that shoppers on average will still spend 35 minutes browsing online per gift, with the main reason for avoiding the shops cited by 57% of people as being to avoid the crowds in store.

Laptops were the technology of choice with 42% of consumers saying that they will click their way through their shopping list while sitting on the sofa watching TV. 6% of purchases will be made from a work computer, while 15% of shoppers will use tablet devices. Only 5% of those surveyed plan to use mobile phones to buy Christmas gifts.

Tapping into technology is also set to take another step forward this Christmas as 37% of consumers expect to use retailer’s click & collect services to beat the high street battle.

Alan Morris, executive chairman and co-founder of Retail Assist, said the findings should be “encouraging” to retailers as it shows that consumers will hit the high street as well as availing of online options.

He added: “With queues and crowds coming out as the top reason people are disinclined to hit the high street during Christmas, retailing giants should work to increase store efficiency, show accurate stock knowledge, and provide faster service in order to attract customers back.”

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