Nielsen is expecting a record 1.1 millon people to purchase festive season items via the internet. Last year over half of all online shoppers (51 per cent) purchased Christmas related items digitally.

“The Christmas boost will enhance e-commerce’s steady growth,” said  Tony Boyte, director, Nielsen NZ. Consumers love the convenience of shopping online, taking away some of the stress such as parking and crowds – if they order in time.”

The global research firm said clothing, books and toys are the most popular gifts online. During the 2015 Christmas period clothing purchased was at an all time high of 34 per cent.

Buying books was the number two category for online Christmas shopping – up three percentage points year on year and surpassing toys.

2015 also saw a greater interest in the purchase of DVD/movies (not downloaded) and fitness/sporting equipment as online gifts for family and friends.

“To stand out from the crowd online retailers need to put themselves in their shoppers’ shoes.

“Fast tracking the consumers’ experiences on their mobiles and allaying delivery concerns means online retailers could enjoy further growth over the festive season as well as in the new year.”