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BizReport : Ecommerce archives : October 28, 2014

Consumers comfortable leaving online shopping for Christmas gifts until last minute

Consumers feel more confident leaving the ordering of Christmas gifts online as late as possible but will blame retailers if items are not delivered in time, according to new research.

by Helen Leggatt

Earlier this month I covered research that found many consumers in the UK plan to leave their online Christmas shopping until as late as possible. Every year, it seems, retailers announced last ordering days that are closer and closer to Christmas Day. While that may be convenient for last-minute shoppers, "disappointment may be on the cards... if goods don't arrive on time", says Becky Clark, CEO of NetDespatch, commenting on her company's 'Santa's Using SaaS' report.

More findings, this time from eDigitalResearch and IMRG's latest eCustomerServiceIndex, reveals that almost half (47%) of consumers in the UK plan to do their online festive shopping with less than a week to go until Christmas Day. A third (32%) said they would feel comfortable placing online orders up until Saturday 20 December.

The majority of consumers (53%) said they would feel more comfortable that gifts would arrive in time if they ordered before Wednesday 17 December.

Confidence in late ordering at Christmas has risen compared to last year when just 34% of online shoppers were willing to risk ordering close to Christmas compared to 47% this year.

"Our latest consumer results indicate the need for retailers and their courier partners to have a comprehensive logistics strategy in place this Christmas," says Derek Eccleston, Commercial Director at eDigitalResearch. "Year after year, we've seen retailers increasing push their last ordering dates closer to Christmas Day itself and it's important for retailers to ensure that they see through on these promises."

This is especially important because, of the 18% of consumers who ordered online but did not receive deliveries in time for Christmas Day 41% blamed retailers and just 14% blamed the delivery firms.

Image via Shutterstock

Tags: Christmas, delivery, ecommerce, holiday 2014 trends, retail

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