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The Conversation
The Conversation
Leigh Sparks, Professor of Retail Studies and Deputy Principal, University of Stirling

UK shoppers are choosing bricks over clicks right now, but here's why it isn't the end for online retail

United Kingdom Amazon Covid-19 Next Office for National Statistics
Shoppers have been returning to physical stores in recent months. SergeBertasiusPhotography/Shutterstock

British retail sales figures showed an unexpected bump in activity over the Christmas shopping period that exceeded expectations – particularly given the current UK cost of living crisis.

But beneath the headlines of positive sales in recent months, it was more surprising to see physical stores performing markedly better than online shops. Many multi-channel retailers, including Next and Seasalt, said their physical stores outstripped online sales, while online retailers such as Asos and Boohoo experienced poor Christmas trading. Revenues for online grocery firm Ocado fell by 3.8% in 2022 despite record Christmas trading.

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