| | Retail Bulletin reports that a new study by eBay and Conlumino predicts that UK high streets will receive a boost this Christmas due to shoppers making three additional shopping trips each to collect parcels bought via Click & Collect.
The research shows that smaller neighbourhood high streets like Purley and Tufnell Park and market towns such as Marlborough and Totnes stand to receive a sales lift of around £1.3 million each during the Christmas shopping period.
It also predicts that the average Click & Collect high street visit will drive £27 in spontaneous spending back in to bricks and mortar retail units this Christmas as three quarters of shoppers will buy additional goods and services on impulse while out collecting parcels.
Nationwide, the popularity of Click & Collect means shoppers will create £1.15 billion of spontaneous spend during Christmas 2014 parcel collection trips, due to increased opportunities for browsing, impulse buying and snacking.
During last year’s Christmas shopping season, 25% of shoppers stocked up on additional Christmas goods from the same store and 1 in 4 purchased from a neighbouring shop while out collecting parcels. Refuelling on drinks and snacks accounted for 1 in 5 shoppers’ additional spend and 10% of consumers stopped to enjoy a meal while on their collection trip.
Leaving aside the spontaneous high street spend that Click & Collect generates, the report puts a value of £3 billion on the Click & Collect category this Christmas, compared to £2.1 billion in 2013.
eBay said its Click & Collect partnership with Argos has connected 65,000 online sellers to high street customers. My1stWish, an online clothing business that sells with eBay, has been on board since the collaboration launched in September 2013. Click & Collect now accounts for roughly 10% of the company’s orders. |