{"id":163871,"date":"2021-01-12T18:03:30","date_gmt":"2021-01-12T18:03:30","guid":{"rendered":"https:\/\/www.theindustry.fashion\/december-caps-standout-2020-for-online-retail-sales-but-fashion-suffers-and-footwear-hard-hit\/"},"modified":"2021-08-06T12:09:50","modified_gmt":"2021-08-06T12:09:50","slug":"december-caps-standout-2020-for-online-retail-sales-but-fashion-suffers-and-footwear-hard-hit","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/december-caps-standout-2020-for-online-retail-sales-but-fashion-suffers-and-footwear-hard-hit\/","title":{"rendered":"December caps standout 2020 for online retail sales but fashion suffers and footwear \u201chard hit\u201d"},"content":{"rendered":"<p>Following an impressive November performance, online retail sales growth in December <strong>remained high at +37% year-on-year.<\/strong><\/p>\n<p><!--more--><\/p>\n<p>The growth caps a \u201cstandout year in e-commerce,\u201d with online retail sales for the full year +36% year-on-year \u2013 a 13-year high as it was the highest annual growth seen since 2007, according to the latest data from IMRG Capgemini Online Retail Index.<\/p>\n<p>However, as social interactions dwindled throughout the year, <strong>poor December clothing sales of +3.2% year-on-year failed to boost the yearly figure of just +1.3%<\/strong>. This was down from 8.2% in 2019. Footwear was particularly hard hit, down -5% year-on-year in December and -10.8% overall in 2020.<\/p>\n<p>Breaking down the results from a category perspective, the holiday period drove significant sales in electricals \u2013 up +116% year-on-year. As firmer restrictions were put in place and people continued to meet outside, gardening sales were also strong for December \u2013 up +165% year-on-year. These figures round-off an extremely successful year for both categories, with electrical sales up +90.8% and garden sales up +222.5%.<\/p>\n<p>Other spending trends in December include the <strong>widening of the gap between multichannel and online only retailer performance<\/strong> \u2013 with the two groups recording figures of +52.4% and +11.4% respectively. The yearly results echoed this pattern, showing overall sales growth of +57% versus +9.1%.<\/p>\n<p>Closing a turbulent year, which was underscored by high street closures and massive restrictions on the consumer way of life, 2020 brought online retail to the fore like never before.<\/p>\n<p>As the UK navigated a series of tiered lockdowns, online retail sales in December defied forecasts of a poor Christmas trading period. With sales starting early and Christmas travel plans halted, online shopping continued the momentum it had built throughout the quarter \u2013 with sales up 37.6% across the three months. <strong>This was largely driven by November\u2019s peak performance of +39% year-on-year and the Black Friday sales period.<\/strong><\/p>\n<p>Lucy Gibbs, managing consultant for Retail Insight at\u00a0Capgemini, said:\u00a0\u201c<strong>Retail in 2020 has been fundamentally shaped by the pandemic, which caused disruption to consumer demand norms<\/strong> and a shift in focus to digital channels, reflected in the strongest online year-on-year growth in 13 years.\u00a0December sales closed the year with continued double-digit growth, up +37%, amid mixed lockdown tiers across the UK. Throughout the year, multichannel retailers have driven a large amount of this growth due to the transfer of demand to online, up +57%.<\/p>\n<p>\u201cInterestingly, pure online retailers ended the year at +9.1% for 2020, compared to 9.8% last year, though the story remains split by the sector<strong> demand shift away from clothing and increasing in electricals, home and garden.<\/strong>\u00a0We have also seen smaller retailers outperform the larger ones, perhaps due to the ability to be more agile in response to the changes.<\/p>\n<p>\u201c<strong>Retailers best set to ride out the storm are those with a strong online presence and the ability to remain nimble,<\/strong> using demand sensing to react to the changing landscape and adapt to surges both instore and online, combined with a readiness to take on opportunities as they come in 2021.\u201d<\/p>\n<p>Andy Mulcahy, strategy and insight director at IMRG, added:\u00a0\u201cIn 2020 things changed rapidly, and it makes predicting 2021 extremely difficult. <strong>We could end up with a year where significant pandemic disruption lasts for the first quarter, the first half, or most of the year,<\/strong> and shopper spend might divert strongly to experiences and holidays if things open up again. This might be a year where we have to adjust our understanding of what good looks like.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":137673,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10585,6,10494],"tags":[11972,11718,21,11305,15601],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>December caps standout 2020 for online retail sales but fashion suffers and footwear \u201chard hit\u201d - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"Following an impressive November performance, online retail sales growth in December remained high at +37% year-on-year. The growth caps a \u201cstandout year\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/december-caps-standout-2020-for-online-retail-sales-but-fashion-suffers-and-footwear-hard-hit\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"December caps standout 2020 for online retail sales but fashion suffers and footwear \u201chard hit\u201d - TheIndustry.fashion\" \/>\n<meta property=\"og:description\" content=\"Following an impressive November performance, online retail sales growth in December remained high at +37% year-on-year. 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