A new study has forecast that consumers in the UK will spend around £86bn this year on their Christmas shopping.
The research, which has been published by Verdict Research and SAS UK, also predicts that online sales will account for 10.6% of that figure and retailers are being advised to ensure that they get their online marketing and social media strategies right.
Digital marketing company Greenlight has even produced a Digital Advent Calendar featuring guidance and tips on how to make the most of social media, online advertising and search engine optimisation (SEO) during the Christmas period.
The Christmas planner, which is included in the information, tells retailers how to sort out various aspects of their business like strategy, monitoring and analysis, content creation and websites, and gives a detailed time line of when work should be done.
The festive season is thought to be a peak period in search activity and effective use of social media, online marketing and SEO will be key to determining whether a brand, website or product ranks well and thus sells well.