Digital brands may like to take note of the fact that consumers are beginning to expect an around-the-clock online shopping service, with findings from Metapack showing people were completing transactions up to Christmas day.

According to the company, businesses were also sending gifts out on Christmas Eve, with ones such as House of Fraser, JD Sports and Asos working every day except December 25th.

Metapack noted that shoppers are developing a "24/7 mentality", something they are starting to expect from online firms, as well as the "instant gratification of quick, painless delivery".

Chief executive of the software provider Patrick Wall noted that the combination of trusted internet delivery, better prices and more merchandise is "winning" and is something that will "see e-retail go from strength to strength".

In addition, Emailvision recently advised brands to consider targeting people between Christmas and the new year, as the dead zone is a time when many are off work and are less busy.

Author:  Adrian Medland