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Smartphones set to drive £3.5bn of Christmas sales

28 November 2012

  • 10% of all in-store retail sales will be influenced by smartphones this December;
  • Total Christmas retail sales to increase by 1%;
  • Online up by 17% as retailers get set for click-and-collect Christmas.

It’s set to be a click and collect Christmas in Yorkshire, with online and smartphone shopping set to drive sales in December.

While it’s been another challenging year for the traditional high street new research by business advisory firm Deloitte predicts online sales will grow by 17 per cent this Christmas, while total retail sales will edge up by just one per cent.

And across the UK £3.5bn worth of Christmas sales will be purchased on or influenced by smartphones.

The influence of smartphones far outweighs the value of direct sales made through them, with consumers using their device to research prices, store Christmas shopping lists, engage with friends and family using social media, but also increasingly to make payments for goods.

Deloitte anticipate around £3.2bn of in-store Christmas sales will be influenced by smartphones, with another £330m of sales made directly through the devices.  A further £500m in sales will be made through tablets.

Andrew Coticelli, Consumer Business Partner in Yorkshire, said: “As with recent years, the strongest growth will be found online, with purchases completed on mobile phones double or even triple that of last year.  It is also going to be a click-and-collect Christmas with those retailers who have invested in this service in line to do well as these customers spend more and collections drive footfall in to stores.  

“The rapid adoption of tablets and the high number received as gifts this Christmas will drive a sharp increase in transactions through these devices.  However, whilst transaction growth is slower for smartphones, their broader influence is far greater.  Whilst we forecast 10 per cent of in-store sales will be influenced by smartphones in December, by 2016 we predict this figure will be as high as 18 per cent for the full year, equivalent to £43bn of sales.


Notes to Editors:
About Deloitte
In this press release references to Deloitte are references to Deloitte LLP, which is among the country's leading professional services firms.

Deloitte LLP is the United Kingdom member firm of Deloitte Touche Tohmatsu Limited (“DTTL”), a UK private company limited by guarantee, whose member firms are legally separate and independent entities. Please see for a detailed description of the legal structure of DTTL and its member firms.

The information contained in this press release is correct at the time of going to press.

Member of Deloitte Touche Tohmatsu Limited.

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