As the holiday season nears, DAC Europe President David Jowett was interviewed for eMarketer’s latest report, UK Holiday Season Shopping Preview 2016.

Drawing from original research and the expertise of leading marketers and retailers, the report examines the projected holiday shopping behaviors of UK consumers for 2016. Because shoppers are influenced more than ever by digital, the report outlines not only how much they will spend, but where and how customers will be shopping this holiday season.

One key finding is that UK consumers are more likely to rely on eCommerce in the period leading up to Christmas. eCommerce sales will account for one fifth of all sales – almost twice the proportion as in the US.

US-import shopping holidays Black Friday and Cyber Monday and the rise of mobile have made the holiday sales season longer and more competitive than ever– and retailers need a strong strategy to target consumers in the omni-channel environment.

“If you are a brand, you’re trying to connect with customers at all touchpoints. You’re trying to push them down the customer journey,” Jowett said in the eMarketer report. “As long as you are structured to deliver against an ecommerce or click-and-collect or a physical store model, you probably don’t care where your sales come from in this current market.”

The full report is available to all eMarketer subscribers online. DAC will be hosting a webinar to review the trends and findings later this month.