Festive shopping to be 'primarily online' this year

Rob Clapp

An overview of how consumers will use different purchase channels in the 2020 festive holiday season.

The rapid growth in shopping online seen during the coronavirus (COVID-19) outbreak is likely to last into this year's festive holiday season, according to research from Rakuten Advertising.

Three-quarters (73%) of consumers across 12 markets said it was likely they will shop primarily online during major festive holidays like Christmas and Lunar New Year, the most popular purchase channel. This could rise further, as 16% said they were currently neutral.

An equal mix between online and in-store shopping also proves popular, with three-fifths (57%) of consumers saying they are likely to use this mix of purchase channels.

In-store...

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