Scots lead UK in online purchases

Published on Saturday 8 November 2008 19:15

SCOTTISH shoppers will send a chill northern wind down the nation's high streets this Christmas as they lead the way in online shopping.

A new survey has revealed that 78% of Scots plan to do their festive shopping by internet, compared with a UK average of 71% – and just 68% in London.

Despite last week's interest rate cuts, many consumers are fearful of the looming recession and believe they will save cash as well as shoe leather by shopping online.

The poll, conducted by YouGov on behalf of the online security firm VeriSign, reveals Scottish consumers are far more likely than those in any other UK region to shop online this Christmas.

Research by Scotland on Sunday into high-street versus internet sales has confirmed that consumers who know precisely what they want, and are not concerned by delivery delays or fraud, will almost certainly save money by venturing online.

Scotland on Sunday's 2008 Christmas family shopping basket, for a mother and father and two teenage children, would cost 1,104.87 on the high street but comes in at 1,042.45 from online retailers: a saving of 62.42, or almost 6%.

The savings are similar to the shopping test carried out last Christmas, which produced an online reduction of almost 7%.

Although some stores are offering bargains off the shelf that cannot be beaten online, many of this year's most popular gifts, including designer watches, perfumes, CDs and electrical items, are cheaper from websites.

For example, a DKNY crystal woman's watch costs 150 at John Lewis compared with just 135 at online store thewatchhut.co.uk. And an Apple iPod Classic 120Gb costs 179 from John Lewis and 162 at Amazon.co.uk.

Some shops also charge higher prices in-store than on their own websites. For example, the new Kings of Leon CD, Only By the Night, costs 10.99 on WH Smith's website but 11.99 in its shops.

However, other retailers are offering bargains such as a free game with the new Sony PlayStation 3 console, which makes Toys R Us's offer better than some online.

Fiona Moriarty, director of the Scottish Retail Consortium, said the range of online bargains has expanded vastly in recent years.

She said: "A few years ago, most people were focused on getting electrical items online, but now you can pretty much buy or cost-compare any product online."

She said: "This year, more than any other Christmas on record, many shoppers are going to be a lot more price-conscious.

"I think many people will be setting their budget early and seeing if they can get good deals online, or combining the high street with online shopping."

Last night Brian McBride, Amazon's UK managing director, said the firm is seeing large orders for many Christmas items despite the credit crunch.

He said: "It was a really big Christmas for DVD last year and we could see that repeated again in 2008 with both Mamma Mia! and The Dark Knight already attracting substantial pre-orders."

A spokesman for the watchdog body Consumer Focus Scotland urged shoppers to place orders early and make sure websites were genuine.

He said: "Every Christmas there's some must-have item where supply simply cannot meet demand. If everywhere else is sold out and one web shop you've never heard of says it has lots of something, then be careful."

The poll of 2,200 UK shoppers commissioned by VeriSign also revealed that 17% of Scots are still worried about online theft and identity fraud.

VeriSign director Tim Callan explained key steps online shoppers can take to make sure a site is safe. He said: "

There are things we can do to make ourselves safer. These include making sure that the site is real. If you use the most current version of your web browser you will see a green address bar which shows it is verified by VeriSign.

"You can also look for popular logos that indicate that the business is following certain practices. Be very sceptical of anything that comes in your e-mail."

Christmas list

&#149 DKNY 3715 Swarovski crystal women's watch: John Lewis 150, thewatchhut.co.uk 135 plus free delivery

&#149 Glenfiddich 18-year-old malt: Sainsbury's 30.99, thewhiskyexchange.com 38.99 plus 7.50 delivery > 46.49

&#149 Scotland football top: JJB Sports 34.99, Scotlandkit.com 35.95 plus 3.95 delivery > 39.90

&#149 Apple iPod Classic 120GB: John Lewis 179, Amazon.co.uk 162 plus free delivery

&#149 Total cost on high street 394.98

&#149 Total cost online 383.39

&#149 Saving online 11.57