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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.
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.
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