Ten years ago, the mad festive rush featured crowds of shoppers flocking to shopping centres on Christmas Eve.

While the crowds certainly still flock, Christmas shopping has become a little more sophisticated in the last decade.

Ross Bark, Principal Consultant of e-commerce at Salmat Digital, says Christmas shoppers are reflecting the online boom.

“Christmas shoppers’ instore behaviour has changed significantly in the last 10 years, with shoppers much more convenience focused,” he says.

“Consumers are increasingly using physical stores for research purposes before buying the same products online, either because of lower prices or for the convenience of home delivery.”

Read More: http://www.insideretail.com.au/2013/11/26/twas-shopping-night-christmas/