Christmas shopping in 2011 by the UK customers was quite different from what it used to be in the earlier years. This is the finding of the International Consumer Research Specialist 'Intersperience'. The subjects seem to have realized the economic uncertainties prevailing and its repercussions.

The customers made enough bargains. They utilized the discount coupons to the maximum extend. They took time to go 'online' to compare the prices to arrive at the cheapest deal.

According to Paul Hudson of Intersperience the people are cautious about the economic situation. They want to save as much as possible buying the products at the cheapest rate. They spend considerable time to compare the prices of the different competitors. They make are use of the latest technology, that is, the mobile phone, to achieve this objective.

Almost 33% of the people use the handset to know product specifications, read reviews of products and the rating of the company, compare prices and so on. In short, they want the best at the most reasonable price.

About 20% of the users spoke to the rivals or went to their websites while already in a retail shop. Surprisingly, 30% of the users made online purchase with a competitor while in a retail shop.

Mobile phones contributed remarkably for increase in online sales, which correspondingly reduced actual sales in stores.

Though the total number of transactions per customer and the value of purchase online was much higher compared to the previous year, the volume of online customers dropped from 81% in 2010 to 72% in 2011 mainly because of their past experience that the item was not delivered at the scheduled time and so they could not give it to their dear ones as Christmas present. The young customers especially did not like late delivery.

However, those aged above 25 prefer online purchase. 65% of the 2011 customers stated that their Christmas spending was limited in view of the economic uncertainties. The figure was only 48% in the earlier year.