What: Business consultancy Caci has found that over half of British shoppers believe that online shopping is cheaper than physical retail.

Why it is important: The study has revealed that British shoppers think online retail is cheaper than physical, a behaviour that could impact the performance of retailers this holiday season.

In Caci’s survey, 56% of respondents had perceived online as cheaper, while 36% said they would be shopping more in-store this Christmas. The consultancy agency tied the behavioural shift with the rising cost of living. While there may be strong footfall, Caci believes retailers could see basket sizes below expectations. Physical retail should not be underestimated, yet past research from the agency has revealed an uptick in online sales within a store’s catchment area.

Finally, 50% of those surveyed reported that they would visit the same stores as the previous year for their Christmas shopping, emphasising the value of customer loyalty. 36% of respondents have already begun Christmas shopping to spread the budget.

Study finds Brits believe online shopping is cheaper than in-store