Given the most recent downturns in the world's current economic state, you wouldn't be blamed for expecting a miserable Christmas for retailers and shoppers alike. However, a recent study shows optimistic if not ambitious expectations for the world of online e-commerce websites.

According to a survey by the IMRG, eDigitalResearch and Maximiles of more than 3,000 consumers, 68% revealed they are more likely to shop for presents online this year, and 77% plan to definitely carry out at least half of their seasonal shopping while sat in the comfort of their own homes. It would seem that the perception of being able to purchase items cheaper, quicker and, not to mention, without the hassle of struggling through crowds of mad shoppers, is ever persistant and perhaps even impacting even harder given the current economic climate.

With this in mind, it becomes imperative that retailers have an internet-presence which is reflective of their brand, of their values and, most importantly, of their delivery to their customers. From those surveyed by Harris Interactive and Tealeaf Technology, 57% said they would be turned off a brand if they experienced problems with their website, and a massive 49% said they would switch their sale to a competitor's site if they experienced problems with the transactional side of their visit.

The biggest pull it would seem at the moment, is to feature discount vouchers and the like - the credit crunch has provided a huge chance for retailers to support their loyal customers, as well as generate future users through BOGOF and other innovative offers! The most successful of its kind seems to be Walkers Snack Foods which topped the lists after recording 400,000 unique visitors in June this year, compared with 17,000 for the same period of the last year.