More consumers are shopping online for Christmas gifts but retail outlets aren’t dead just yet. 

Retail analyst Barry Urquhart tells Chris Kenny although online shopping is “growing rapidly”, online purchases only account for around 7.5% of total sales.

Barry says more shoppers are using online stores to do their research before purchasing products in-store.

“Up to 68% of shoppers scan what’s available online, so before they go to brick and mortar stores they’re informed, demanding and price sensitive.

“They know what to negotiate.”

Barry says price has become more important than brands to consumers, which will affect retail sales in the months and years to come.

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