Christmas Shopping ANALYSIS


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Consumers are starting their Christmas shopping earlier and using more online services


from Mirakl, the enterprise marketplace platform, including 9,000 respondents across the UK and eight other countries. “As a result of supply chain disruptions and


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unpredictable product availability, global consumers are starting their holiday shopping earlier than ever before and using online shopping to avoid disappointment,” says Adrien Nussenbaum, Co-Founder and Co-CEO of Mirakl. “The data from our Holiday Shopping Snapshot


offers proof that many of the temporary behavioural changes originally brought on by the global pandemic are becoming permanent. In particular, shoppers are increasing their use of online marketplaces to help reduce costs and ensure gifts arrive on time, with marketplaces seeing the greatest gains among frequent shoppers.” During the first UK pandemic Christmas


shopping season in 2020, the average use of online shopping increased by 41.4 per cent from 2019. Even with high streets reopening across the


t has been reported that UK shoppers will do more online Christmas shopping than anyone else in Europe – and also begin their shopping earlier. This is according to the latest survey


country in 2021, this figure remained high at 53 per cent for the 2021 UK holiday shopping season. The increase in online shopping was also reflected


in the use of online marketplaces, which has grown as shoppers 81 per cent of UK shoppers are more open to purchasing a gift through an online marketplace. UK shoppers are also utilising marketplace offerings for an array of reasons including lower prices, faster delivery and better selection. The report provides added context on the


growth of online marketplaces in the UK and across the world from the consumer’s perspective, highlighting the market opportunity for marketplace operators and businesses looking to sell through these platforms.


Christmas comes early The survey also uncovered how the always-on


nature of eCommerce, coupled with concerns over supply chain issues and potential product shortages, caused major changes to consumer behaviour heading into this season. Almost two thirds of Brits plan to go online shopping for holiday gifts before Black Friday, with 40 per cent of respondents beginning their online holiday shopping in October or earlier.


Other key findings from this 2021 report include


that global consumers turn to marketplaces for better value; nearly two thirds of shoppers across the globe name better prices as a reason why they’re using online marketplaces this season. In addition, supply chain disruptions are


causing changes to customer behaviour; a third of UK respondents cited shipping delays as a key reason for starting their Christmas shopping earlier this year. The same percentage also stated that they are concerned many products will not be in stock later in the year.


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