Amazon shoppers set to spend £400 each in run up to Christmas

Amazon shoppers are anticipated to spend £400 each on the eCommerce site in the lead up to Christmas, according to new research commissioned by Amazon agency, Molzi.

UK Amazon shoppers intend to make 39 per cent of Christmas-related purchases on the site, with the 45-54 age group forecasted to make the greatest percentage of Christmas purchases on Amazon (44 per cent). Despite this, 35-44-year-olds are expected to spend the most, spending an extra £50 compared to the £400 average, the research found.

84 per cent of Amazon shoppers are planning to make purchases during the Christmas shopping rush in December, 75 per cent on Black Friday, 69 per cent on Cyber Monday and 71 per cent during the January sales period.

Interestingly, Black Friday was voted the most significant eCommerce time for buying products online behind Prime Day, and is considered the most important by 25-44 year olds.

Technology was ranked as the most popular category on Black Friday and Cyber Monday, followed by clothing and personal care. Meanwhile, Christmas specific purchases are set to be in the books, clothing and hobbies categories. 23 per cent of shoppers are hoping to purchase alcoholic beverages in the lead up to Christmas, more than during any other eCommerce moment, Molzi found.

The top influencing factor for purchasing decisions on Amazon is delivery time (chosen by 57 per cent of respondents), followed by discounts (51 per cent), reviews (43 per cent) and quality images and descriptions (29 per cent).

“The stats reveal that Amazon has become a firm go-to for consumers at this time of the year. Shoppers have set aside a significant budget specifically for Amazon purchases in the run up to Christmas and this should encourage brands to optimise their listings to capture valuable consumer attention and boost sales throughout the festive season and into 2021.” said Chris Mole, CEO of Molzi.

“With increasing numbers of consumers heading online to shop during the pandemic to avoid the current perils of the high street and adhere to lockdown rules, this is set to be the biggest Q4 ever for eCommerce. What’s more, the stats clearly indicate that Amazon spend is by no means limited to digital-centric Millennial and Gen Z shoppers: the consumer audience for product owners is both broad and extensive.”

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