On-line Christmas shopping to boom in Europe, says Forrester

The research suggests that Europe's 166 million regular on-line shoppers will spend $10.471 billion in the run up to Christmas. Two thirds of these sales will be down to UK consumers, who will spend $3.7 billion, and consumers in Germany, who will spend around $2.8 billion on-line.

The figures compare well to the US, where predicted internet sales amount to $12 billion. "Europe is hot on the heels of the US," said Forrester Analyst Hellen K Omwando.

Forrester reports that the traditional hot on-line categories will yield 43% of sales this holiday season. Travel will bring in the most money as consumers take advantage of cheap fares to visit relatives or escape to warmer climates.

Books will remain a favourite on-line purchase says Forrester. They will be among the must-gives this season, with consumers turning to the web for special discount copies of bestsellers.

The UK's Internet Measurement Research Group index of on-line retail sales shows that consumers start their holiday shopping in November to avoid the Christmas crunch. These consumers want to make sure that they don't fall victim to stock shortfalls or delays in getting their orders.

Omwando commented:

"Winning retailers will turn to customer advocacy - doing what's best for consumers and not just for the bottom line - and focus on the biggest headache that consumers face during the Christmas period. Fulfilment is the most important part of the chain. Retailers must prepare for 'unexpected' delivery bottlenecks - like strikes; offer free shipping creatively; and expand delivery options."

In a separate survey released by the Business Software Alliance (BSA), consumers were urged to look out for software pirates cashing in on the Christmas bonanza.

The industry association advised purchasers to trust their instincts, saying, "if a price for software seems too good to be true, it probably is."