The flurry of retail Christmas trading statements is over. And without a doubt the winners were online retail. This year, online retail scored a bigger and more significant win than ever before – average spend per online shopper was up by a massive £25 per head, a 15% increase from 2010. By contrast, high street shoppers spent on average £13 less than in 2010. So online retail was clear winners.

However, on closer inspection, our research (conducted through our syndicated online resea...