Digital Marketing Researches & Reports

Annual Retail Survey, 2019 | KPMG

E-Commerce & Retail | UK

Online retail continues to dominate the growth story, but it is becoming increasingly clear that for many brands retail places remain a key outlet for customers to interact with their omnichannel offer.

The product range and availability is a key factor that motivates consumers to buy goods directly from a brand rather than a mainstream retailer during the Black Friday shopping period. Brands have had to move quickly to ensure they have the right level of stock in place to meet the spike in demand and prevent consumers from looking for alternative stockiest. E-commerce continues to be blamed for much of the impact on retail space. The online share of UK retailing is forecast to increase to 18.5% by 2022.

The Key Findings of “Annual Retail Survey, 2019” Report:

  • 79% of purchases made as part of the Black Friday promotional period were made online.
  • 57% of shoppers are making their purchases direct from brands during the Black Friday and Christmas shopping period.
  • 27% of surveyed shoppers reported that social media influenced their buying decisions.
  • 37% of shoppers cited convenience as their motivation for buying through a mainstream retailer.
  • 85% suggested they’d spend less on more than one product category if prices increased post-Brexit.
  • 35% of surveyed loyalty scheme members cited promotions as their primary motivation for signing up.
  • 43% of surveyed shoppers mentioned that they are willing to pay a delivery charge.
  • 54% of surveyed consumers said that a “free service” was the most important factor when returning an item.
  • 48% of internet purchases were made through a desktop browser, compared to 52% were made on mobile devices.
  • 42% of surveyed online shoppers indicated that they track the delivery of their goods through apps.
UK Retail Insights 2019

Figure Shows Some Shoppers Insights in The UK, 2019.

The Content of “Annual Retail Survey, 2019” Report:

  • Introduction.
  • Chapter 1: Black Friday.
  • Chapter 2: Brand equity.
  • Chapter 3: Made and delivered in Britain.
  • Chapter 4: The delivered experience.
  • Chapter 5: The best of both worlds.
  • Chapter 6: Delivery and returns on demand.
  • A look ahead to 2019.
  • Contacts.

Number of Pages:

  • 52 Pages.


  • Free.


The Annual Retail Survey 2019 looked at approximately 300 retailers and brands spanning 32 product categories. The survey examines the driving forces within UK retail, from brand experience, customer insights and the purchasing process to the supply chain, operations, and the crucial last-mile delivery and returns. The survey ran from 19 November to 21 December 2018. Data was collated through an online surveying tool and analyzed using KPMG’s leading-edge digital analytics tools.


Founded in 1987, KPMG is a global network of professional firms providing three lines of services: financial audit, tax and advisory. KPMG has over 200,000 outstanding professionals working together to deliver value in 154 countries and territories.KPMG firms develop a rich understanding of clients' businesses and the insight, skills and resources required to address industry-specific issues and opportunities.


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