According to Hitwise UK:
Search engines are still the primary source of traffic for almost all UK online retailers. However, the proportion of search traffic that comes from paid listings fell from 27.8% in March 2008 to 22.5% in March 2009.
Search engine traffic from paid listings is down from 12,1% in March 2008 to 9,4% in March 2009.
Traffic from Social Networking sites are up from 5,2 % in March 2008 to 7,1 % in March 2009 - which is 58% more traffic retailers get from webmail.
Source: Hitwise UK
What (could) emerge from this UK trend?