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INDUSTRY NEWS
Direct mail generates £25.1bn in sales
Online shopping has failed to seriously dent the mail order market with the news that UK consumers bought £25.1bn worth of products as a result of direct mailings, an increase of 7% on last year's figure, according to the latest figures from the Direct Mail Information Service.
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The nationwide study found that 40% of UK consumers said they had made purchases through the direct mail medium, with an average annual spend of £500. Clothing was the most popular item bought via the medium, with consumers spending £12.4bn a year, or 49% of the total, on fashion.
Spend on electrical goods more than doubled on last year's figure to £4bn, closely followed by household items, on which consumers spent £3bn as a result of direct mail in line with the ever-increasing trend for home improvements.
Not all sectors recorded gains though. Travel and holidays purchased via mail slumped to £0.2bn from £3.7bn a year ago, as the sector suffered a downturn following the terrorist attacks on the US.
The survey showed that shopping via direct mail is most popular among 35- to 54-year-olds, who were responsible for more than half the total spend. Geographically, it is more popular with consumers in the north of England, who account for 70% of the total spend.
DMIS managing director Jo Howard-Brown said: "These figures only go to show that more and more consumers are finding shopping from home a convenient and cost-effective option."
Claire Billings, Brand Republic 19-11-2002.
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This article was sourced from www.brandrepublic.com
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