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Research from website monitoring and load testing specialist Site Confidence has found that online retailers are failing to prepare for the Christmas shopping rush that starting in mid November, despite it being the highest month for time spent on retail websites over the festive period.

November has been the highest month for total time spent online in the whole year in the retail sector in quarter four for the last three years, according to ComScore.

Site Confidence says the findings should spur internet retailers to consider their online offering earlier than November to maximise sales opportunities in the run up to Christmas. “Competition at Christmas is fierce in the e-retail space, and companies know that their websites are essential in gaining competitive advantage,” says the company’s Bob Dowson. “Most try to prepare early, but some are still using November to rectify functionality problems before December.”

“Either online retailers are unaware of the importance of November or are leaving everything to the last minute like the high street cumsumers, both in terms of sales and present research, or they don’t allow the necessary time to rigorously test their sites for capacity and performance. UK consumers spent an amazing £4.6 billion online on presents, Christmas preparations and food  last Christmas, so, to each get their slice, e-retailers must ensure strong availability in November 2009, as well as December and January, ” Dowson continues.