Retailers need to integrate their online and offline marketing in a bid to maximise sales at Christmas, it has been claimed.

This comes after new research revealed that December shoppers are more inclined to hit the high street than the web for fear of posted goods not arriving on time.

User experience consultancy Webcredible performed the survey which showed that more than half of those polled said they intended to do their Christmas shopping at the last minute in December, IMRG reports.

The longer people leave it before doing their shopping, the more inclined they are to ditch online stores.

Internet shopping was nine per cent more popular in September than it was in December, indicating that more people opt for the high street as Christmas draws nearer.

Webcredible director Ismail Ismail advised: "To fully capitalise on this reverse trend, and to boost sales in general, it is important that retailers tie their online and offline marketing and promotions into one common goal."

Meanwhile, industry projections of internet ad spending have been trimmed back as the economy has proven to be more of a problem than originally anticipated online - indicating that retailers as well as consumers are feeling the pinch during the current economic climate.