Online retailers can expect another bumper Christmas this year according to a new report by analyst firm Forrester released this week which predicted European merchants will make 51bn Euros between October and the end of the year.

The largest internet retail market in Europe is the UK, with a predicted 20bn Euros in online sales generated by over 27 million shoppers.

"The categories that show the biggest uplift are the typical gift items – books, videos, and DVDs, jewelry, toys, video games, consumer electronics and alcohol," said the report. "Despite a smaller Christmas season boost, the leisure travel category will claim most online sales- responsible for 31 percent of Christmas sales."
The report also warned firms to gear up now for taking Christmas shopping orders, highlighting that some consumers start their Christmas shopping as early as October.

Forrester senior analyst Victoria Bracewell Lewis said online merchants should offer a wide variety of payment and delivery methods if they want to take advantage of the increasing popularity of online shopping.

"Online retailers who provide their customers with reliable, quick and reasonably priced delivery options will be this season's big winners," she added. "And, it's important to spell your dispatch services, especially in light of recent strikes within the Royal Mail."