Online retail sales were up on Boxing Day in the United Kingdom, breaking previous records. Despite the increased number of sales, analysts say these numbers were lower than expected.
In the United Kingdom, Boxing Day saw record online sales, with some websites even reportedly crashing due to the high traffic demands. According to BBC News, 113 million visits to commercial websites were made by UK consumers on Dec. 26; this figure is up 17 percent from last year.
Despite these record numbers on Boxing Day, according to the Telegraph, the figures were actually lower than anticipated.
Traffic significantly increased on Christmas Eve and Christmas Day when compared with the same time frame in 2011. According to the BBC report (via Experian), 84 million visitors went to retail websites on Christmas Eve (up 86 percent) and 107 million on Christmas Day (up 71 percent).
"However, with a number of the major retailers bringing their sales forward to Christmas Eve, the impact of that was that Boxing Day was slightly muted and not as prolific as we forecast," said James Murray, digital insight manager at Experian.
What will Christmas 2013 bring? Probably a general increase in online sales.
"The UK sales creep continues to advance so that now the post-Christmas sales are starting before Christmas," said James Murray, digital insight manager at Experian. "Five years ago we called it the January sales, before it became the Boxing Day sales, now retailers have to call it the winter sales as discounting starts earlier to encourage higher spending."
UK-based department store John Lewis reported its online sales are growing at a rate of 40 percent per year.
Ecommerce has been seeing steady growth for years now, and with the arrival of mobile shopping, some analysts are predicting these numbers will soar in the next few years.