According to research collated by Kantar Worldpanel, the online retailer now accounts for 39 per cent of all transactions in this sector.
HMV took 13.9 per cent of entertainment sales in the final quarter of 2014, an increase from 13.4 per cent in 2013 – placing the company as Britain’s third largest retailer after Amazon and Tesco.
Kantar’s figures showed that supermarkets found the festive period to be a difficult time, with the exception of Tesco, taking 14.7 per cent of sales and maintaining its ranking as the second largest retailer of physical entertainment goods. Tesco claimed 28 per cent of Frozen sales and 21 per cent of FIFA 15 – the two performing gifts in video and games respectively.
Fiona Keenan, strategic insight director at Kantar Worldpanel, explained: “While consumers’ average online spend increased by six per cent this Christmas, they still spent less than they did when shopping in physical stores as retailers struggled to get them to shop impulsive online. A third of in-store purchases were bought purely on impulse, creating an additional £119 million for the industry, but when shopping online this proportion halved.”