While the big story in retail during the Christmas season may have been about the strong physical resilience, there was a place for it online, too. New data suggests that e-sales became more important from mid-December onwards, especially in the period immediately following Christmas.
According to data-driven fit platform True Fit, digital fashion sales surged at the end of December “as Boxing Day deals increased demand among price-conscious shoppers seeking discounts on clothing and shoes.” has recovered.
The company’s Fashion Genome data set shows that web traffic to online fashion sites spiked in mid-December, up 26% year-over-year. He also said that as traffic surged, so did demand for fit guidance, with her True Fit registrations up 30% over his in December.
UK online fashion orders then surged in the last week of December, up 53% week-on-week. In his week before Christmas, consumers were worried that their orders wouldn’t be delivered on time. But after Christmas day, there was a big change from week to week as I used e-shopping again to look for bargains.
The figures confirm other reports by BDO on retail in December, which say the month overturned overall weak forecasts, with Wunderkind pointing to a post-Christmas online surge. I’m here.
Across the month, True Fit data shows fashion orders at online multi-brand retailers significantly outstrip orders from direct-to-consumer (DTC) brands, with digital department stores garnered 50% more order demand than its DTC competitors. during peak trading hours.
The company believes it may also be related to consumers trying to cut back on discretionary spending, opting to use one online retailer instead of paying separate fees for multiple orders. You are choosing to place multiple orders via Amazon and only pay for one shipping charge. Increased credit levels offered by retailers and multi-brand retailers compared to brands.
True Fit EMEA MD Sarah Curran said: Expected result.
“But retailers are not looking at these results with rose-tinted glasses. They know the economic headwinds will continue into 2023, prompting even more vigilance in consumer spending and encouraging shoppers to is prolonging the consideration stage of the purchasing process, and that means we need to fight harder and smarter to win conversions and sales.”
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