Will the pre-Christmas uplift continue through the sales?

Posted: Monday 23rd December 2013 in Retail Strategy, Thought Leadership.

Will January sales continue the trend of Y-O-Y revenue uplift?

At Summit we have seen record breaking trading weeks in the lead up to the last online order date. Performance has definitely been positively impacted by the frenzy of black Friday offers, whilst many retailers have held sales of up to ½ price across selected products in the lead up to Christmas. Many of our retailers are reporting year-on-year sales uplifts between 20% and 30%. The big question is whether January sales will lead up to all the expectations that many retailers need to survive another year, or whether sales have come early this year? Many retailers will be offering online previews of their sales to allow showrooming on Christmas eve before the mad dash to the stores on boxing day. My view is that the ‘January sales’ period will have a positive impact on revenues, especially between Christmas Day and New Year’s Day.

My prediction is that

1.    The overall sales uplift year-on-year will not however be as strong as what we have seen over the last few years.

2.    The share of digital sales will increase significantly, with less customers wanting to brave the high streets and preferring to use their new tablets to buy.

David Trolle is Head of Direct Response at Summit. Email your questions about Summit’s direct response services to David or read more here.