Internet Users in Denmark Set to Spend Over One-Fifth of Christmas Gift Budgets Online - eMarketer
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Internet Users in Denmark Set to Spend Over One-Fifth of Christmas Gift Budgets Online

Digital buyers turn to the web to save money and avoid crowds

November 12, 2015

According to an October survey conducted by Norstat for the Danish Chamber of Commerce, internet users in Denmark will spend roughly 22% of their Christmas gift budget online this year. One in five respondents expected to spend between 26% and 50% of their budget buying gifts digitally, while 10% planned to spend more than half.

Percent of Christmas Gift Budget that Internet Users in Denmark Plan to Spend Digitally, Oct 2015 (% of respondents)

On average, digital Christmas gift buyers in Denmark intended to spend a total of DKK3,815 ($679.06) on presents, of which DKK850 ($151.30) would be spent on the web, the Danish Chamber of Commerce found.

Foreningen for Dansk Internethandel (FDIH) also surveyed digital buyers in Denmark about their Christmas purchase plans in October, finding that 48.3% of them expected to buy at least one gift digitally this year. Another 31.9% were undecided, meaning that the share of those who end up purchasing presents on the web could be much higher.

Digital Buyers in Denmark Who Plan to Buy Christmas Gifts Digitally, Oct 2015 (% of respondents)

In FDIH's survey, over half of digital buyers who planned to buy gifts digitally intended to purchase between 40% and 80% of them online. Nearly half (49.2%) said they would buy children’s toys on the web, followed by books (42.8%) and clothes, shoes or jewelry (40.0%).

The leading reason for buying Christmas presents online was to save time, cited by 64.9% of respondents. Another 47.2% told FDIH they would turn to the web for their Christmas shopping because it was easier to find the exact gift they were looking for. Avoiding the Christmas crowds and saving money also made the list, at 45.4% and 39.3%, respectively.

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