Survey of Christmas shopping in the Nordic countries E-commerce in the Nordics

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1 Survey of Christmas shopping in the Nordic countries 214 E-commerce in the Nordics

2 People in the Nordic countries have already spent SEK 4.3 billion on Christmas presents online Christmas shopping in the Nordic countries is in full swing. Four out of ten people in the Nordics have purchased Christmas presents this year worth a total of SEK 12.4 billion. 18% of people in the Nordics have already bought Christmas presents on. In total, people in the Nordics have already spent SEK 4.3 billion on Christmas presents. The Christmas presents that most people have bought online so far this year are: Books 22% Clothes and shoes 2% Toys 16% The survey shows that consumers in the Nordic region will shop for their Christmas presents on the Internet to a value of SEK 16.2 billion this year. About the survey The consumer survey was conducted during the period November 21-2, 214, with a representative national selection of the population aged in each Nordic country. The survey was conducted via the TNS SIFO online panel. In all, 2,7 respondents took part in Sweden, 2,77 in Denmark, 2,64 in Norway and 2,2 in Finland. 2

3 Four out of ten people in the Nordics have bought Christmas presents Four out of ten people in the Nordics have bought Christmas presents this Have you bought any Christmas presents this year? year. But how far people have got with their Christmas shopping varies between the countries. More than half of Norwegians have bought Christmas presents this year, compared to just 36% of Danes. 7% 6% % 4% 39% 61% 36% 64% 2% 47% 6% 9% 4% 41% 3% 2% 1% % Sweden Denmark Norway Finland Nordic region Yes No 12/1/214 3

4 18% have already bought Christmas presents on the Internet 24% 1% 18% 17% 18% of people in the Nordic countries have already bought Christmas presents online this year. The highest proportion is in Norway, where 24% have already shopped for Christmas presents on the Internet. In Denmark 1% have bought Christmas presents online so far. Have you bought any Christmas presents on the Internet this year? 9% 8% 7% 6% % 4% 3% 2% 1% % % Yes, I have already bought all the Christmas presents that I will buy on the Internet this year. 13% Yes, I have bought Christmas presents online this year and will buy more. 8% No 1% Don t know 4

5 Christmas presents worth SEK 12.4 billion so far Consumers in the Nordic countries have bought Christmas presents worth SEK 12.4 billion so far this year. Of this amount, online Christmas shopping accounts for SEK 4.3 billion. Consumers in Norway have spent the most money on Christmas presents so far. Just under SEK billion. Consumers in Finland have spent the least money on Christmas presents so far. Just under SEK 1.8 billion. 6,, 4, 3, 2, 1,, , , , ,624 2,7 1,422 3,39 1,161 Sweden Denmark Norway Finland Christmas shopping on the Internet (SEK billion) 12/1/214 Christmas shopping in physical stores (SEK billion)

6 Clothes, books and toys top online Christmas shopping Sweden Denmark Norway Finland

7 New forecast: Nordic online Christmas shopping worth SEK 16.2 billion Nordic online Christmas shopping has so far amounted to SEK 4.3 billion. Those who have stated that they have bought Christmas presents online and will buy more estimate that they will spend SEK.3 billion on online shopping. Those who have not yet bought Christmas presents on the Internet estimate that they will buy gifts online worth SEK 6.6 billion. In total the forecast for online Christmas shopping based on this survey is SEK 16.2 billion. 6,, 4, 3, 2, 1,, Forecast for online Christmas shopping (SEK billion) ,328 1, ,277, ,174 2,1 2.48,83,89 1,133,97 1,71,624 Sweden Denmark Norway Finland Forecast, have not shopped online but will do so (SEK billion) Forecast, have shopped online and will buy more (SEK billion) 12/1/214 7 Online shopping until November 2 (SEK billion)

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