Research into online consumer behaviour in the UK suggests a significant uplift in post-Christmas spending is likely, with web visits to local clothing listings set to surge above the seasonal average on Boxing Day, based on 2017 data showing a 47% increase.
Likewise, for hotels and food service industry in the UK, the top three days with the highest volume of website clicks during the holiday season all occur after Christmas Day according to historic data analysed by Yext. In 2017, website visits for both industries peaked on the 28th December (Thursday) – 21% higher than the average Thursday.
Yext examined consumer online engagement from 25November to 31 December 2017 across website listings, tracking website clicks, phone calls and map directions, to capture not only the scale of the Christmas market for businesses, but also the importance of helping shoppers discover real world locations during this time of year.
Jon Buss, Managing Director UK and Northern Europe at Yext comments: “These insights show why brands and retailers must engage with their customers throughout the festive season. For consumers, the post-Christmas period is the time to spend gift vouchers in the sales and organise New Year’s get-togethers. It’s a vital point in the year for retailers, restaurants and hotels to ensure online channels are connected to offline ones. People have the most time to visit retailers, go out for meals and take trips away…