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Although The Internet has changed the way we can shop by increasing the speed and ease of buying products, in spite of the pressure of the Christmas countdown, online shoppers are not necessarily impulse buyers. They prefer to make a considered purchase and will plan ahead, view products, compare prices and do their research before rushing in.

According to research conducted among 2243 of its customers by the UK’s leading electrical retailer Comet (, 30 per cent of online shoppers will search around for the best price before they buy. Twenty-seven per cent are so well organised, with everything planned in advance, that most of their shopping was completed by the first week of December. Greetings cards were written early too (38 per cent) even if “guiltily” by 93 per cent of men who confess to their partners/secretaries having better handwriting!

Only 12 per cent of those polled anticipated dashing through the snow on Christmas Eve in an adrenalin-fuelled frenzy. Of this group, the majority (63 per cent) are men.

This year’s favourite online service for both last minute and planned shoppers, is ‘Click & Collect’ (44 per cent of those polled). This service enables customers to order products on and then collect them from a store 30 minutes later, up to Christmas Eve.

Of those polled, 32 per cent also like returns reassurance. They like to buy gifts online in the knowledge that if they’re not happy, they can return or exchange them at a store after Christmas. Interestingly, this is more important to men than women (60 per cent to 40 per cent respectively). However, of those polled, women were more likely than men to favour “real” people, engineers to install and repair products, and guaranteed deliveries.

Men are far more likely that women to Click & Watch product-related videos (70 per cent, 30 per cent respectively) or go to a Knowledge Centre for advice and buying guides (59 per cent - men, 41 per cent - women).

Commenting, Simon Rigby, Head of Direct Channels at Comet, says:

"We are in a great position that we can provide a physical shopping environment and expert sales people to support our online proposition. Our challenge is to attract and satisfy the greatest number of online shoppers, so they will keep coming back. Good support services and reassurance clearly influences purchasing decisions in what is an increasingly competitive market.”

For further information contact:

Karen Alden
Comet Press Office
Tel: +44 (0)1923 714556


Pauline Christie
Tel: +44 (0)20 7917 6804

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