By Marcus Leach

This week some of the biggest names on the high street are starting to publish Christmas trading statements which will shed light on how they have fared over the critical Christmas trading season.

Already Next and John Lewis have unveiled their results, with both reporting large increases in online sales helping boost their results.

With online sales reaching a historic high, many commentators are beginning to question the future of the high-street.

The UK leads the way in online shopping, with 9% of all retail purchases made on the net — the highest in the world. What’s more, a further growth of 150% is expected in m-commerce as more people go shopping on their mobile phones.

A greater amount of interactivity is expected to be added to the high street in a move that will see multichannel shopping moving into the 21st century. There will be a greater reliance on using social networking, the internet and mobile phone technology in an attempt to bring shoppers to the high street, mirroring similar engagement practices seen online.

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