Online retail sales on Christmas Day are set to rise 10% compared with the same day in 2015 to £805m.
Boxing Day, meanwhile, is expected to benefit from a 15% boost to reach £984m.The growth still puts this year’s Boxing Day behind Black Friday, when IMRG estimates online spend reached £1.23bn.
“It might not seem an obvious fixture in the retail calendar, but Christmas Day has actually become a fairly significant online shopping day in the UK,” said Justin Opie, managing director at ecommerce organisation IMRG.
“Many retailers will also have set their post-Christmas sales campaigns live on their sites by then, which are very easy to browse using the kinds of devices many people have access to – smartphones, tablets etc – during a quiet digestive moment post-Christmas dinner perhaps.”
Nitzan Tamar, vice president of marketing at SimilarWeb, which helped to combine the figures, added: “Last year, both Christmas and Boxing Day were big days in terms of desktop and mobile web traffic in the UK. We saw over 73m visits to the category on Christmas day alone. We’re waiting to see if Boxing Day beats Black Friday this year – these were the biggest shopping days in 2015 and last year we saw Black Friday win out by just under 3m visits.”