The U.K. Set to Lead Online Sales This Christmas

As Christmas dawns around the world and the holiday shopping season officially comes to a close, retailers should be set to see record-breaking online sales this year thanks to huge spikes in mobile shopping, social media marketing, and increasingly more retailer-created shopping events (like Black Friday & Cyber Monday).

So which countries are predicted to take the lead at the end of the holiday season? Before we turn our attention to 2014, let’stake a look at our final Adobe® Digital Index 2013 Online Shopping Forecast.


Looking at annual online sales across Europe, Adobe is predicting that the United Kingdom will take the top spot in online Christmas sales, with 26% of annual online revenue occurring during Christmas. Close behind the U.K. are the Netherlands and Nordic countries, with each region seeing 24% of annual online sales occur at Christmas. Worth noting, retailers in the United States are set to see just 22% of their online revenue fall during Christmas, hinting that European consumers are responding to digital marketing efforts of increasingly more savvy marketers. Germany and France are bringing up the rear, with 21% and 19%, respectively, of their online sales hitting during Christmas.

With retailers typically targeting to book 30-50% of their annual sales during Christmas, this year’s online-only predictions bode well for the growing success of digital marketing tools enabling personalisation, social harmony, ease of use, and timely conversations. I look forward to what the new year will bring to digital marketers around the world.

Have a Merry Christmas and a happy New Year.


Vice president of EMEA marketing @Adobe. From Australia, now in London; passionate about digital marketing. In spare time: architecture, travel & family.

Posted in Digital Marketing
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