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Festive fashion shoppers favour department store websites

Debenhams had 36% more visitors to its fashion webpages in the run-up to Christmas as more shoppers turned to ecommerce in December.

According to the Kantar Media Compete Seasonal Shopper Insights, department store websites saw a 9% increase in traffic in the run-up to Christmas, with Debenhams the strongest performer.

Across the online fashion market, nightwear and underwear were the strongest performers, while in December 2012 purchases of women’s items increased by 18% from 2011, and men’s by 28%.

During the year men gained confidence with shopping online. They now account for 40% of all browsers on fashion websites, up slightly from 38% in 2011.

Jeremy Radcliffe, managing director of Kantar Media Compete UK, said: “Comparing online fashion retail data for 2011 and 2012 indicates that increasingly time-poor shoppers appreciate being able to make their fashion purchases, whether these are gifts or ‘Christmas party outfits’ for themselves, under one online roof.

“This trend is helped by department stores’ commitment to enhancing their online offerings as they look to become truly multichannel.  Initiatives such as click-and-collect at John Lewis for example are proving popular with consumers because of the flexibility they offer.”

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