The amount UK consumers spent online in December 2008 represents an average of £76.67 for every person in the UK.

But monthly growth fell for the first time since December 2002 with consumers spending 1.5% less online than in November, which saw higher than average yearly growth partly due to the timing of Christmas 2008, where the peak shopping weekend fell on 29th and 30th November.

Consumers spent 13% more on alcohol in December compared to November and gifts and electrical goods also saw an increase in sales for December, as shoppers increased spend by 7% and 5% respectively.

Clothing, footwear and accessories all recorded flat growth compared to November, but shoppers spent 32% more compared to December 2007.

Both lingerie and health and beauty saw a decrease in sales, with lingerie sales falling 11% year on year and health and beauty sales dropped 4%.

James Roper, chief executive and founder of IMRG, said, “It’s becoming apparent that the recession is accelerating the rate at which the internet is impacting the retail sector.

“The traditional retail model in which stock is held in an outlet for collection by the consumer is giving way to a hybrid model that emphasises the store’s role as a display area and leisure destination, and the value of both these aspects diminish in a recession.

“Brands that are nimble in a cross-channel environment give their customers a more efficient, easy-to-use service and are rewarded with increased conversion rates and larger average shopping baskets,” said Roper.

Source: nma.co.uk