Forrester: 23 percent online share in EU holiday sales
Online retail sales in Europe during the holiday months of November and December will generate €35bn - representing 23 percent of total retail sales for the year. This is according to Forrester's new EU online holiday retail sales forecast 2014 which includes online, mobile and tablet commerce across 17 European countries.
Britons spend ten times more than Spanish
At €12.6bn and an online share of 25 percent of total retail sales in 2014, the UK has the largest proportion of annual online retail sales falling during the holiday season, followed by Germany (€7.6 bn / 21 percent) and France (€6.7 bn / 22percent). Spain shows an online holiday turnover of €1.16bn, representing 20 percent of total retail sales.
The study finds that certain factors are influencing online buying behaviour during the holiday season. For instance, 49 percent of European online adults agree that they shop online because it is easier than going to a store, and this is likely to be even more relevant during the chaotic holiday season. In addition, holiday shopping events including Black Friday and Cyber Monday are crossing the Atlantic.