An early poll done by retail specialist, Actinic, into Christmas trading results has found continued growth in shopping online. Respondents reported a 27% rise in the number of customers buying online at Christmas compared to the same period in 2006. They also reported an even greater increase in internet revenues at 46% – indicating that not only are more people shopping online, but they are spending more as well.

The poll also found e-commerce making a greater proportional contribution to the bottom line compared with other channels. Companies trading both online and offline, reported that on average, just over 50% of sales in November and December were made online, compared with only 30% in 2006.

According to Actinic CEO Chris Barling, the results show that growth in online spending remains remarkably buoyant.

“Considering the effects of the US credit crunch, the Northern Rock crisis and the general overall decline in confidence, 46% is remarkable growth and continues the rise and rise of online retailing.” – he says.

In all, over half of retailers who responded were very confident that online sales would continue to increase in 2008.