New research into Christmas online shopping has revealed that British people are increasingly buying from home-grown brands.
The research, from CJ Affiliate’s Holiday Intelligence Report, showed that Christmas shopping in recent years has seen cross-border shopping volumes peak around the world, except in Britain. UK cross-border retail sales over the holiday period decreased from 20% in 2016 to 17% of overall sales in 2017.
In the top 80 markets for volume of retail transactions on non-native sites, the UK is currently ranked 25th with Canadian shoppers found to be the most willing to shop overseas, topping the list for two years running. France and Germany both featured in the top ten in 2017 placing fifth and sixth respectively.
CJ Affiliate’s head of strategy, Owen Hancock, said: “Clearly, more flexible payment and shipping options are helping encourage more Christmas shoppers to buy their presents from overseas retailers, but British brands are the preference for UK shoppers, with retailers such as Argos being revealed as particularly popular.
“It seems Brits want to support local businesses, while also having a greater aversion towards international shipping fees, even with the introduction of the likes of free shipping day.”
Hancock added: “Though there’s been a rise in cross-border sales, marketers and brands still need to be offering a localised experience to entice shoppers, particularly Brits.
“For those aiming to reach foreign markets, a proficient partner with a high-quality affiliate marketing network will play a major role in achieving this and help convert both local and overseas shoppers this Christmas.”