Digital Christmas Sales to Hit New Record in Sweden - eMarketer

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Digital Christmas Sales to Hit New Record in Sweden

However, online retailers have yet to fully embrace Black Friday and Cyber Monday

November 12, 2014

Four in 10 internet users in Sweden are planning to buy at least one Christmas gift on the web this year for a total of SEK4.3 billion ($659.51 million), according to October polling by PostNord in conjunction with Svensk Digital Handel and HUI Research. Respondents who planned to buy Christmas presents digitally expected to spend an average of SEK1,663 ($255.06) on these purchases, up from SEK1,422 ($218.10) a year earlier.

Average Amount Spent on Digital Purchases of Christmas Gifts According to Internet Users in Sweden, 2011-2014 (Swedish kroner)

Almost one-quarter (23%) of internet users who intended to purchase Christmas gifts digitally estimated that they would spend between 41% and 59% of their total Christmas budgets on the internet, while 21% expected to spend 60% or more online. On average, digital is expected to account for 42% of internet users’ total Christmas spending in 2014, compared with 38% last year.

Percent of Christmas Budget that Internet Users in Sweden Plan to Spend on Digital Purchases, Oct 2014 (% of respondents)

Digital Christmas shopping in Sweden will be in full swing by the end of this month, with 41% of online Christmas shoppers expecting to have purchased the bulk of their digital presents before November 30. Three in 10 planned to buy the majority of their gifts on the web during the first 10 days of December.

While both Black Friday and Cyber Monday fall within this timeframe, digital retailers in Sweden have yet to fully embrace these days. In fact, only 19% of ecommerce merchants surveyed said they planned to conduct Black Friday- or Cyber Monday-related activities to push consumers to buy on their sites. Nevertheless, this share was up from just 7% from 2013, indicating that these days may be becoming more important to digital retailers in the country.

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