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Flash data on UK e-tailing Christmas portends poor numbers?

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Earlier in the month I saw numbers that indicated that the savings of UK consumers dipped to their lowest level in forty years. Now we have some interesting e-tailing data for the UK over the Christmas period. The comparisons with European data must also be considered against online market maturity as well. The UK e-tailing historically has been ahead of Europe for a couple of reasons (credit card adoption and English language).

UK-Christmas-Graph-2013-Computop

I found this data that focuses on smaller UK e-tailing transactions during December of particular interest. The smaller volume but better basket value could be indicative of value orientated consumers and skilful marketers. What if, those savings weren’t spent on material goods but instead Christmas groceries? It indicates things are worse than the economic figures make out.

More information
UK Online Sales Slowdown For Christmas Whilst Eurozone Sees Significant Expansion According to Computop