It is being estimated that consumers in western Europe will spend approximately £35.6bn in the run up to Christmas .
With more people having access to broadband and less time to go shopping, people are turning to the internet to buy their presents . This reflects a growing confidence in online traders and their ability to deliver what has been ordered on time. Sales are expected to increase by 58 per cent compared to last year, according to Forrester Research who commissioned the report.
The information was taken from some of the biggest UK online retailers such as John Lewis and compiled using surveys from consumers and retailers. The data didn’t just look at consumer goods, it also includes travel which accounted for 31 per cent of consumer spending.
Collectively the study looked at 17 countries across western Europe.
The country to spend the most over the internet was the UK, followed by Sweden and Germany . The average shopper in the UK will spend about £508 in the run up to Christmas.
People in Greece spend the least over the internet, at about £43 per person. Those who spend the least on online transactions came from southern parts of Europe.
Victoria Bracewell Lewis, analyst at Forrester said, "What we’re seeing for the first time is that the online shopping curve is starting earlier in October." She did warn though that there was a "red flag flying" as retailers struggled to get ready for the Christmas rush.
She added, "The majority of that spend is going to be in the last four weeks prior to Christmas and the bulk of that in the last two weeks."
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