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5.9 million shoppers will be on the high street on Christmas Eve

Research from customer insight specialist Aimia reveals 5.9 million Brits will be pacing the high street this Christmas Eve on the hunt for presents for loved ones. The research shows 12% of Brits will have a last-minute dash to the shops today. 

While crowds pour onto the high street, the research shows how the traditional Christmas Eve shopping trip is growing increasingly digital:

  • 84% of people expected to do at least some of their Christmas shopping online in 2014 and 1.5 million people said they would be doing all of their shopping online.
  • While using PCs and laptops remains the most common (97%) way to shop online, 37% said they would be using their smartphones or tablets to complete their festive purchases. This rises to 59% among 18-34-year-olds.
  • 21% of shoppers said they would be using apps to buy gifts this Christmas, rising to 36% of 18-34-year-olds.

It’s not just the younger generations using technology. 16% of people aged 55+ said they were planning to use their smartphone or tablet for Christmas shopping and 5% expect to use an app.

The findings suggest consumers are growing increasingly fond of using apps when doing their Christmas shopping. Of those who used apps to shop last year, 92% said they expected to use apps more this Christmas.

For 3.9 million people, Christmas shopping won’t be over on December 25th.  The research shows 8% of shoppers say they will wait for the Boxing Day sales to begin so they can pick up a bargain.

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