Digital Christmas Shopping Unpopular in Hong Kong - eMarketer

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Digital Christmas Shopping Unpopular in Hong Kong

Christmas gift-giving is a minority activity, and buying gifts online is even more unusual

January 8, 2016

Only a minority of adults in Hong Kong had plans to give Christmas gifts last year—but buying the gifts online was an even more niche activity, according to research.

Adults in Hong Kong Who Plan to Purchase Christmas Gifts via Any Channel vs. Online, Dec 2015 (% of respondents)

The Hong Kong Research Association surveyed consumers ages 18 and older in December and found that just 38% were at least somewhat likely to buy Christmas presents via any channel. When the question was limited to online purchases, however, just 16% planned to buy gifts that way.

Those consumers who did plan to shop for Christmas gifts were most likely to say they would choose something practical (57%). About a quarter said that price would be their deciding factor.

Christmas spending among those who were celebrating with gift exchanges was expected to be low: nearly two-thirds of gift-givers said they would spend less than HKD1,000 ($129), including 34% who would spend less than HKD500 ($64).

In 2014, digital holiday retail sales in Hong Kong rose 18%, according to Adobe, and totaled just $24 million.

According to June 2015 research from Visa, the purchase categories most likely to be transacted digitally in Hong Kong are mostly not typical of holiday gifts—such as bill payments (75%), financial services (66%) and travel (60%). About a quarter of consumer electronics sales and 30% of fashion sales in Hong Kong occur via digital channels.

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