Online retailers get festive ball rolling with early campaigns in the UK

Online retailers in the UK are bringing their Christmas promotions forward in a bid to maximise sales both at home and internationally.

A study of 300 SMEs by Royal Mail has revealed that 57 per cent will opt for a “brute force technique” when it comes to Christmas marketing campaigns, many of which are already well underway. Although Bonfire Night (November 5) used to be considered the beginning of festive promos, it’s Halloween which is now considered the kick-off point, reports.

Both high street giants such as John Lewis and M&S and online specialists like have launched wide-spread television adverts in the past few days.

Price was found to be the most persuasive tool to attract potential customers to their websites, notes. Moreover, some 64 per cent of UK online retailers who sell overseas expect their international orders to grow this year, with the USA considered the single largest market.

Nick Landon, managing director of Royal Mail Parcels, said: “Royal Mail’s study of UK’s SME online retailers shows competition for customers will start earlier this year, with price promotions the key tactic for online retailers as well as offering free delivery and returns to their shoppers.

“Royal Mail has also been preparing for the busy festive period and is opening a dedicated network of parcel sort centres to handle the additional volume we experience every Christmas.”

Author: Jack Stanton


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