In the UK, consumers are most likely to indulge in online shopping on Christmas Day. In 2017, traffic to online retailer websites on Christmas Day was almost double the December monthly average at 45%. Three days before New Year’s Eve (28 December) purchases were more than a quarter up on the December average. According to RTB House data, in the second half of December, roughly three days before Christmas, the frequency of online consumer visits to online retail websites steadily decreases and reaches its lowest level on Christmas Eve.
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