Sweden to Outspend Nordic Neighbors in Holiday Gifts Bought Online - eMarketer
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Sweden to Outspend Nordic Neighbors in Holiday Gifts Bought Online

Makes sense—since Sweden has more total digital buyers

December 19, 2016 | Retail & Ecommerce

Internet users in Sweden plan to spend nearly twice as much on Christmas gifts that they purchase digitally as their Nordic neighbors in 2016, according to a November 2016 survey conducted by PostNord. In total, Nordic countries plan to spend SEK19.90 billion ($2.36 billion) digitally on gifts this holiday season.

Total Amount that Internet Users in Select Nordic Countries Plan to Spend Buying Christmas Gifts Digitally, Nov 2016 (billions of Swedish kronor)

In Sweden, internet users will shell out SEK7.57 billion ($897.5 million). Denmark, with the second-highest estimated spend, will put SEK4.63 billion (about $549 million) toward purchases bought online.

Norway and Finland will spend SEK4.42 billion ($524.1 million) and SEK3.27 ($387.7 million), respectively.

Sweden’s higher sales this holiday season have a lot to do with the country having a higher number of digital buyers than its Nordic neighbors. A November 2016 eMarketer estimate placed the number of digital buyers in Sweden at 5.7 million, while Denmark has 3.5 million.

Norway and Finland will each have about 3 million digital buyers this year, according to eMarketer.

Though Denmark may trail Sweden in both spending and total digital buyers, a larger percentage of Denmark’s internet users are digital buyers than in any other Nordic country.

In Denmark, 82% of internet users are digital buyers. Sweden and Norway trail slightly, with each at about 79%; and Finland lags with 72% of its internet users also buying digitally.

—Ben Clague

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