Retailers using Omnisend saw an 11% YoY increase in the number of online transactions between 25th and 31st December, yet total spending has fallen by 7%.
The data highlights the persistent impact of cost-of-living pressures on shoppers, leading to a focus on value as consumers cut back on spending per transaction.
Omnisend's analysis shows a significant change in engagement with Boxing Day sales, with consumers increasingly searching for deals before Christmas and even on Christmas Day.
Greg Zakowicz noted that many households scale back spending during Christmas due to economic pressures, which affects how consumers engage with post-Christmas sales.
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