Online retail sales in Europe during the holiday months of November and December will generate €35 billion — representing 23% of total online retail sales for the year — according to Forrester's new EU online holiday retail sales forecast 2014, which includes online, mobile, and tablet commerce across 17 European countries.
At €12.6 billion and 25% of total online retail sales in 2014, the UK has the largest proportion of annual online retail sales falling during the holiday season, followed by Germany (€7.6 billion/21%) and France (€6.7 billion/22%).
The forecast identifies a number of factors influencing EU online holiday retail sales in 2014, including:
- Alternative delivery facilitating last-minute online buying: 49% of European online adults agree that they shop online because it is easier than going to a store, and this is likely to be even more relevant during the chaotic holiday season.
- New holiday sales days crossing the Atlantic: A growing factor influencing UK online holiday sales in particular are traditionally US holiday sales days such as Black Friday and Cyber Monday. Alongside large US-based retailers like Amazon and Apple, UK retailers including Argos, John Lewis, and Very are all adopting Black Friday sales, with John Lewis also extending store opening hours.
- A growing number of perpetually connected European consumers: Ownership of more connected devices, including smartphones and tablets, is increasing online penetration across Europe. In 2014, Forrester forecasts that mobile and tablet commerce revenues will account for 20% of EU-7 online sales.
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