A study commissioned by Royal Mail has shown that most British consumers prefer to complete their Christmas gift-buying responsibilities via safe shopping online because it is the most convenient option, not because it can save them cash.

Sixty eight per cent of respondents to the survey said that the ability to make purchases without having to leave the house was the biggest advantage offered by e-commerce in the run up to the busy festive season.

This represents a rapid increase in convenience-seeking shoppers compared with earlier points in the year, with the colder weather and the crowds likely to be factors which contribute to the popularity of shopping online in the autumn and winter months.

Sixty three per cent said that e-commerce gave them the opportunity to make purchases outside of the opening hours offered by high street chains. Thirty eight per cent said that bargain basement prices were the biggest factor behind convincing them to shop online, which means that this is actually a lower priority than at other points in the year.

In terms of the delivery expectations that are prevalent today, 45 per cent of consumers think that they should be offered free shipping by the sites they use, while also not liking the idea of having to hit a minimum spending mark before they are eligible for this type of service.

As shoppers become more familiar with what the web has to offer and the pressure to fulfil Christmas wishes increases, things will undoubtedly become a little more frantic for online retailers over the next few months.

The fact that convenience is more important than pricing should show that focusing on making e-commerce sites as streamlined and impactful as possible will set retailers in good stead as December 25th approaches.