BT Fresca announced (7 Feb 2011) that it has delivered its best ever trading figures during Christmas 2010. The results build on strong performances in 2008 and 2009, with the busiest day being Thursday 2 December when GBP sales (for a subset of retailers on the FrescaCommerce Platform) eclipsed £2 million.

BT Fresca works with a whole host of retailers, having created online stores for leading fashion and lifestyle brands such as Coast, Great Little Trading Company, Habitat, Jane Norman, JJB Sports, Karen Millen, Matalan, Matches Fashion, Oasis, The Perfume Shop, Snow+Rock, Thomas Pink, TJ Hughes and Warehouse.

Many of these brands experienced their busiest ever days during this festive period, both in terms of order volumes and money taken. The figures show a steady increase in order volumes through November and into December, with the main Christmas shopping peak occurring in early December.

"It's interesting that the busiest day in 2010 was earlier and more pronounced than previous years," says Richard Vining our Head of QA and Performance. "This suggests that people may be more prepared and are shopping online in a more planned way. The flipside is that retailers are also getting better at marketing campaigns and increasingly reference their websites when advertising on other media. So there's a definite increase in promotional activity – both in terms of frequency and type. And their campaigns are starting much earlier than they used to.”

Richard continues, "Heavily hyped and well publicised predictions regarding the UK's busiest online trading day, such as Amazon UK's Black Friday Deals Week (22 November), Kelkoo's Manic Monday (29 November), IMRG's Super Sunday (5 December) and Play.com's Mega Monday (6 December) also helped to fuel our own "Thumping Thursday" (2 December)."

There's then a second peak around the 15 December as online shoppers scramble to meet Christmas delivery deadlines. This tends to be people who haven't planned their Christmas shopping as well as those who may have done the bulk of their Christmas shopping and are now picking up last minute gifts, accessories, or party clothes etc.

There's a large value peak but not much of a volume peak at this time. This shows that the average order value is high, so people are buying a lot of items per order. After this, volumes fall off dramatically, but they are actually still quite high – similar values and volumes to the beginning of November.

Finally we have a peak on Boxing Day as post-Christmas sales are officially launched. And Boxing Day 2010 turned out to be our third busiest day ever by order volume.

For more info and to see charts relating to this article go to: http://www.btretailertherapy.com/february_11/story4.htm

Published on: 10:21AM on 23rd February 2011