Cyber Week saw the biggest share of online purchases come from East London, says new analysis.
Bargain hunters in East London have taken the lead on the list of UK’s most prolific consumers during Cyber Week, suggests new research by Royal Mail. This is closely followed by North West London, Kensington-upon-Thames, South West London, and Bromley as the top five most active online shoppers in different locations during this promotional peak.
The study based its analysis on the volume of parcels the supplier network have accepted between 19 of November and 27 November. Goods were received from online merchants, and ecommerce businesses for delivery via Royal Mail Tracked 24 and Royal Mail Tracked 48 services.
“We have looked at parcel delivery data across our huge network of delivery offices and it has revealed East London is the UK’s Cyber Week online shopping hotspot for 2018. We take the planning for the period between Black Friday and New Year’s Day incredibly seriously and start planning for the next year the moment the current period is over. This year, on top of the huge number of processing and delivery sites we already operate, we have opened an extra six dedicated parcel sort centres to handle the additional volume we expect to be carrying.”
-a spokesman of RoyalMail
Peak starts early
Cyber Week now marks the beginning of the Christmas peak, says Royal Mail, meaning merchants need to start planning their peak strategies in advance. Shoppers in the UK spend online on average £300 during Christmas, suggests a subsequent study by the supplier. The research goes on to say that the main reasons consumers choose to shop online during the peak are convenience-driven. Some 68% of shoppers say that it’s because of the ability to “shop from the comfort of [their] home,” the chance to “shop at any time of the day” (63%), and the “ease of comparing prices” (48%).
