Consumer Behavior Worldwide at Christmas
Christmas is one of the peak periods for retailers and e-commerce businesses, with some generating up to half of their annual revenue during this time.
Therefore, adjusting to the various consumer behaviours in Europe and worldwide is essential if you operate beyond your borders. For example, some do not celebrate Christmas, while others do so at different times. Specifics can be found in customs, expectations, gift-buying criteria, and shopping organisations.
To assist you, we conducted our global tour of Christmas statistics.
Overall, we can already tell you that budgets are decreasing, shopping is planned, and prices are being compared for this year.
Consumers are already using strategies to give gifts to their loved ones.
Consumer Behavior at Christmas in France
Let's start with our beloved French territory. Christmas budgets are decreasing (-%) for 63% of the French population, which is unsurprising given the current context. However, most French residents are still enthusiastic about the holiday season, so the Christmas spirit is alive and well!
Early Christmas Shopping with an Eye on Bargains
This year, 21% of shoppers have already purchased gifts, taking advantage of summer sales to avoid future difficulties and benefit from brand promotions. Another 44% will start shopping from October onwards.
For those who missed out, the Black Friday and Cyber Monday period (77% have buying intentions) is still an option.
Anticipation and promotions are the two critical factors for this year.
Where Will the French Shop for Their Holiday Gifts?
Firstly, we're seeing a return to physical stores for Christmas shopping, with 19% of French consumers opting for this route.
However, the enthusiasm for online shopping remains strong. 49% of the French will do at least three-quarters of their shopping online, with 43% doing so via mobile. Regarding delivery, 27% of consumers will choose home delivery, but click and collect will be the preferred method for 61%.
For those deciding to shop in stores, one in three French consumers will favour local businesses.
Overall, consumers will use a mix of online and in-store shopping for Christmas gifts. Only a few will use a single channel: 9% of the French will shop in physical stores, and 11% will do so online.
In summary, online shopping, primarily via mobile, will remain popular, but physical stores and local offers should be considered.
How Do the French Search for Christmas Gifts?
Social media is the primary search channel for most French, with Facebook and Instagram leading the way. These two platforms are perfect for finding Christmas gift ideas.
Afterwards, they will browse brand websites (62%) and store apps (58%).
Some will visit stores to find inspiration, but always with their phones in hand to compare prices on Google or Amazon (68% of consumers).
They will closely examine other consumers' reviews (58%).
Several physical and digital channels will ultimately be used to find the perfect gift!
What Are the Purchase Criteria for French Consumers?
As in previous years, many consumers want fast delivery times and closely monitor product stocks. After-sales service, returns, and the overall customer experience are also points of concern.
Regarding gifts, the French want to opt for products made in France (one-third), environmentally friendly products (28%), and those from short supply chains (22%).
Price (41%), promotions (48%), and quality (33%) still rank highly among the purchase criteria.
Payment Methods
In a promotional and budget management context, 73% of the French quickly use loyalty cards, various promotional coupons, and gift cards.
Due to their increased usage following the pandemic, contactless payments will be used by the majority (55%) via mobile wallets.
Of course, credit card payments remain prevalent.
Consumer Behavior at Christmas in the United Kingdom
Reduced Gift Budget for Britons
Like most countries, the UK's end-of-year holiday budget is also shrinking.
Almost 30% of Britons report this trend. This decrease will impact the number of gifts purchased for one-third of Britons.
Here, too, promotions and early planning will be essential.
Organised British Christmas Shoppers
One in three Britons plans to start their gift shopping early this year.
For some (29%), the hunt for presents begins as early as the end of August to anticipate likely price increases. Others, attentive to promotions and discounts, will rely on Black Friday (30%) and Cyber Monday (25%).
Only 36% will wait until December.
Britons: Kings of Online Christmas Shopping
Online gift shopping is on the rise. 59% of consumers plan to shop more online this year.
Among the most extreme, 20% of Britons will make all their purchases digitally. This is the highest proportion compared to other European countries.
The reasons are simple: avoiding crowds (79%) and the convenience of online services (46%).
Tech-savvy Britons are now fans of voice commerce (over 60%), chatbots (46%), and even virtual mannequins for fashion (34%).
They are also fearless in discovering new brands (over a third) to delight their loved ones during the holiday season.
How Do Britons Search for Gifts?
They pay attention to advertisements for 51%, but this channel can quickly become overwhelming (58%). Balance is essential.
The vast majority of Britons conduct their searches online for speed. Over 40% would like gift idea lists and the ability to create wishlists.
More specifically, 69% visit websites and 65% use brand apps. 63% read reviews left by other British consumers.
The motivation for Britons is oriented towards price and omnichannel.
Given inflation and tighter budgets, Britons focus on valuable gifts for their loved ones: functional (30%) and essential (23%).
They are very price-conscious, with over 60% paying close attention to prices, and are therefore sensitive to promotions (40%) and delivery fees (35%).
However, they pay attention to the customer experience. 59% of Britons will only switch brands if the experience meets their expectations.
And what are their expectations?
- Omnichannel: 61% of Britons find the various brand touchpoints disconnected.
- Personalisation: 65% want to be recognised by brands and for brands to know their affinities and preferences.
- Security: 59% care a lot about their online data. A secure journey with elements of reassurance is welcomed.
Preferred Payment Methods
The survey revealed that many British shoppers are now familiar with mobile payments at the checkout (88% of respondents), done through their mobile wallets.
Debit cards remain, as always, the most widespread payment method (90% of online purchases).
Consumer Behavior at Christmas in Spain
Spaniards: Pros of Last-Minute Gifts
For 53% of Spaniards, December is still the month for gift shopping.
Except for a third who counts on November, with Black Friday and Cyber Monday.
Finally, over 20% of the daring procrastinators wait for the start of January sales since the distribution of traditional gifts is delayed compared to the rest of Europe.
Indeed, Spain awaits the arrival of the Three Wise Men to open the presents finally. This celebration takes place around January 6th each year.
Stores Remain an Important Part of the Holiday Shopping Experience
For their shopping, most Spaniards prefer physical stores (64%). They prioritise local businesses (30%) and department stores (over 20%).
Online commerce is still growing at +20% compared to the previous year.
Thorough Research for Christmas Gifts in Spain
38% of Spaniards need inspiration to find the perfect Christmas gift. 40% browse brand websites, others use search engines (58%), while some browse in physical stores (52%).
Attention to detail is part of their approach. 76% complete their searches knowing all the information about the brand, quality, and price to make their choice.
And in the search criteria, we have brand availability (59%), locality (46%), and product durability (54%).
Durability at the Heart of Spanish Preferences
Climate change and the impact of products and consumption strongly influence decision-making. 34% are willing to pay more if sustainability is a priority, and 19% are not bothered by longer delivery times.
However, like every European consumer, they are overwhelmingly concerned about delivery speed (64%) and reduced shipping costs (29%).
Promotions and prices are significant factors. Spaniards are more sensitive to BOGO (buy one, get one free) offers at 39% and cashback at 29%.
Regarding targeted categories, the top three are ready-to-wear and accessories, cosmetics and perfumes, and books and leisure.
The toy and leisure categories are at the top of letters to the Three Wise Men for children.
Finally, it is essential to note that most gifts are for loved ones, but many Spaniards take advantage of holiday prices to make significant purchases (electronics, appliances, etc.) for themselves (90%).
Payment Methods Used in Spain
Cash payments are still prevalent compared to some European countries, but credit cards are the most widely used today (70%).
Spain is no exception, as there is a substantial increase in contactless payments (60%).
Consumer Behavior at Christmas in the United States
Excitement among Millennials and Tight Budgets for the Holiday Season in the US
The enthusiasm, especially among millennials, is still present as Christmas approaches in the United States. Even though, this year, strategies will be needed to anticipate inflation (73% of Americans share this view).
All strategies are on the table. Some will reduce the number of gifts given: 9 instead of 16 last year. Others will shift part of their Christmas budget to prioritise gifts (26%).
Early Christmas Shopping for Americans
38%. That's the percentage of Americans who will do their Christmas shopping early to avoid the cost of inflation, the risk of shortages (51%), and potential delays (45%).
Only 11% will wait until December, and 25% will shop in the two weeks leading up to the holiday.
November remains a crucial month. Traditional Thanksgiving, on the fourth Thursday of the month, marks the beginning of the shopping peak for American consumers. This is followed by promotions on Black Friday (29%) and Cyber Monday (30%).
Online Shopping Remains the Major Channel for Gifts
The United States is seeing a rebound in in-store shopping, with one-third of Americans planning to visit physical stores.
However, the digital channel still dominates for over half of the population, with 16% making all their purchases on websites and mobile apps.
Moreover, 56% will use smartphones, and 34% will use social media for shopping.
Many Touchpoints but a Shorter Research Window for the United States
As Americans plan to buy fewer gifts for Christmas, the research phase will be shorter: 5.8 weeks today compared to 6.4 weeks last year.
68% will visit the brand's website (with an average of 9 sites called), and 64% will use mobile apps from retailers. Others will visit nearly six different physical stores.
58% will be on social media, including Facebook (67%), YouTube (57%), and Instagram (52%). Younger shoppers will prefer Instagram and TikTok.
63% will read reviews from other consumers.
Omnichannel and Bargains for Christmas in the USA
For 70% of American consumers, an omnichannel experience is expected, with multiple interconnected services.
Then, product value (40%), order convenience (34%), and product availability (31%) will be the essential criteria for decision-making.
Developing mobile commerce is relevant since 59% of American shoppers expect to be able to use this channel.
Loyalty programs must be reworked to recognise benefits at checkout (53%) automatically.
Finally, the feeling of having made good deals influences the choice of 87% of Americans.
Consumer Behavior at Christmas in Canada
Like in the United States, Canadians will reduce their overall budget by an average of 17%, making them price-sensitive.
Early Planning for Holiday Shopping in Canada
Canadians will not be an exception. They will plan their purchases to cope with inflation.
A third will start as early as late September. And 26% will finish shopping on Black Friday and Cyber Monday, taking advantage of the last promotional campaigns before Christmas.
Between Canadian Stores and Cross-Border Shopping
Canadians are divided into two teams: those who opt for cross-border shopping with the United States and those who choose Canadian brands.
With current restrictions, current cross-border shopping may decrease, but online purchases continue to increase. 38% of Canadian consumers will make purchases in the United States online (+28% compared to last year).
Some, however, choose to stay in Canada (62%) to support the country's economy.
Most Canadians prefer shopping in physical stores, with a preference for shopping malls (85%).
Multiple Channels Used for Gift Research
Even though in-store shopping is preferred, many Canadians (59%) consult Amazon and Google to search for gift ideas, find product information, and compare prices. This is a significant increase.
Canadian consumers are responsive to online ads, social media (especially young consumers), and loyalty programs (for Generation X and above).
Facebook (+70%), YouTube, and Instagram (+60%) are among the most consulted networks for gift searches.
TikTok holds a special place for Generation Z, and advertising on this platform influences 55% of them.
What Are the Purchase Criteria for Consumers in Canada?
The top criterion is unsurprisingly price (83%), followed by products not available in Canada (68%), and a choice of products (62%).
Sustainability is also present. 38% will prefer local companies. 45% will go to a brand or retailer committed to ecology. 39% will pay attention to packaging.
"Curbside pickup" delivery will be chosen by most to save money. This specific delivery method has developed in the United States and Canada. It involves ordering online and picking up a product outside the store.
Consumers say they are more concerned about avoiding the use of plastic and single-use materials whenever possible (cited by 43% of respondents), buying items with less packaging (39%), and looking for products with environmentally friendly packaging (33%).
Consumer Behavior at Christmas in Northern European Countries
Most Christmas budgets will decrease for Denmark (51% of consumers are going in this direction), Finland, Iceland, Norway, and Sweden. Here, too, promotional offers and anticipation will be necessary.
Northern European Countries Prefer to Plan Ahead
In Sweden, as early as August, some start their Christmas shopping searches (22%) to avoid delivery delays (49%) and stockouts (39%). Only 19% will wait until the last moment.
Other Northern European countries generally plan their holiday shopping (18%) and spread their purchases over time (35%). Except for the Dutch and Norwegians, a third of whom will wait until the last days before Christmas.
Furthermore, there is a resurgence of shopping on Black Friday (25%) and on Saint Lucy's Day (December 13th), representing the longest night of the year, a moment of celebration.
Stores Still Popular at Christmas
Despite an increase in online shopping (with 51% done on mobile in Finland), in-store shopping is still prevalent, with 59% of Norwegians, for example, shopping in physical stores. However, the journey is decidedly "phygital", with 44% of consumers using smartphones in physical stores.
Regarding online shopping, 16% will use marketplaces like Google or Amazon to ensure quick delivery and simplified price comparison.
Practical Gift Searching for Nordics
Consumers in Northern European countries like to plan and efficiently search for Christmas gifts. 41% plan and make their purchases within a 2-week timeframe.
Others, especially the Danes, wait for a good deal, especially for electronic products, jewellery, and accessories.
In terms of online searches (conducted by 80% of consumers), they use fewer search terms than their European counterparts and diligently visit different sites over several days.
A deal-breaker for them is the language of the website. If it's not in their native languages, 90% will choose to go elsewhere.
They are also sensitive to social media. 71% of young people and 63% of adults have purchased a gift after seeing it on social media.
61% of holiday shoppers in Northern European countries and the Benelux said they plan their Christmas shopping, making most purchases within a two-day period.
Loyalty is a Point of Honor for Northern European Countries
Northern European consumers are more loyal to a brand than the average. Recommendations are part of the top criteria for choice, even more than promotions. However, searching for low prices and promotions is a strong interest (56%). Brand value and the customer experience are also considered.
And 83% constantly monitor the ecological and social impact of the products they purchase.
Consumer Behavior at Christmas in Eastern Europe
Not surprisingly, consumers in Eastern Europe, whether in Hungary, Lithuania, Poland, Latvia, Slovenia, the Czech Republic, etc., have reduced their Christmas budget. Some even commit to buying fewer gifts to reduce their environmental impact (36%).
Disparate Christmas Shopping Timing
48% of consumers will do their Christmas shopping before Christmas, mainly concentrated in November. For example, a third of Czechs will do their shopping in November.
However, 20% will still wait until the last minute. Procrastinators are often young people under 30 (39%), men (28%), and high-income earners (32%).
In Poland, nearly half (48%) of consumers will shop for Christmas before Black Friday, and spending for this purpose will be lower than last year.
Online Shopping Dominates Over In-Store Shopping
Almost half of Eastern European consumers will do their Christmas shopping online, with an increase in mobile shopping (+10% compared to last year). The peak usage is among those under 24.
Shopping malls are the preferred destination when consumers go to stores for holiday gifts (33%). It's a convenient place for most.
How Does Eastern Europe Search for Christmas Gifts?
A third of them still appreciate Christmas catalogues. In-store tastings or demonstrations also sway the decision (15%), and 10% pay attention to advertisements on social media.
It's a diligent search, especially since it's about making their loved ones happy. 43% plan to give a gift to their children, 38% to their families, and 19.5% to friends and colleagues.
Looking for Discounts for Gifts
56% of consumers save to give gifts. They are, therefore, strongly interested in cheaper products, promotions, and, of course, Black Friday. Moreover, 64% will already use discounts and benefits related to their loyalty programs. An advantage for brands with existing programs.
Data security and payment security are concerns for 67% of them. Reassurance elements and familiar payment methods are welcome.
Consumer Behavior at Christmas in Germany
Germans Take Their Time for Christmas Shopping
37% of Germans start shopping three weeks before Christmas, and 20% wait until one week before. Last-minute shopping occurs daily, especially among people aged 18 to 34 (28%). This coincides with St. Nicholas Day, an essential tradition in German culture, just like the advent calendar.
This happens even though they are stressed about delivery times (37%) and product availability (39%).
Germans Love Online Shopping for the Holidays
62% of Germans will do their holiday gift shopping online. Only an exceptional in-store experience would make them go out.
38% will use their mobile phones for online shopping. Note that this is one of the lowest rates in Europe.
Of course, among those deciding to go to physical stores, the Gen X and baby boomer generations are in the majority.
Varied Gift Searches for the Holidays
Social media will be a used channel for research by 55% of Germans—more than the majority will also visit brand websites and mobile applications.
58% will carefully read customer reviews. 65% will diligently compare prices online to find the best deals. The quality-price ratio has always been more vital than for Germans during the holiday season.
Rational Motivation for Germans
More than most Germans will use click-and-collect, and 42% will use their mobile phones in physical stores. Omnichannel is, therefore, an area to work on for the customer experience.
For those who use delivery, 90% want it to be free and returned. Unable to touch and try products, they will need the flexibility of services to make the right choice.
Finally, they are less likely to use loyalty programs than other countries.
Consumer Behavior at Christmas in Italy
80% of Italians will reduce their budget for the holiday season. 11% don't want to give gifts at all, which is twice as much as last year. However, they still need to look forward to the holidays, with 27% eagerly awaiting them.
Italians Take Their Time for Gift Shopping
At the end of November, more than half of Italians must start Christmas shopping (55%). Some even do it at the very last minute (20%).
Physical Stores Remain the Primary Shopping Channel for Christmas
Italians like to use multiple channels for their shopping. On average, they use five channels, with 65% of them doing so. Despite a +31% increase in online shopping, 62% still consider physical stores the main channel. Some will go to traditional stores (26%), others to department stores (10%), and still others to hypermarkets (8%).
Online marketplaces are the most used channel (21%).
Online Searches Are Preferred for Gifts
More than 60% of Italians' online time before Christmas is spent searching for gifts. They are also volatile consumers and are fearless to try new brands during the holiday season. The majority of them made a first-time purchase from a brand.
In their searches, they use search engines like Google and social networks like YouTube.
Italians Like to Have Choices for Christmas
Italians are more comfortable with an omnichannel experience, making 2.4 times more Christmas purchases. They use multiple channels, so brands need to be present on as many as possible.
Convenience and flexibility services are also in demand for 32% of them. They appreciate services like click and collect.
Finally, in terms of product categories, clothing and accessories (43%), cosmetics and perfumes (35%), and gourmet food and beverages (33%) are the most popular.
Consumer Behavior at Christmas in China
Christmas is primarily a time to relax in China.
Far from being a religious holiday with gift exchanges, China has adapted the December 24th and 25th holidays to its style. For the Chinese, whose daily lives and work rhythms can be stressful, the year-end holidays are a time to relax. This is particularly true for those aged 20-24 (63%).
Shopping, parties, restaurants, leisure activities, and more are all good reasons to go out. Another tradition involves giving apples (which signify "peace" in Mandarin) with messages of love, friendship, or respect directly printed on their skin.
Year-end holidays are an occasion to celebrate couples.
Another approach to December 24th and 25th is the celebration of couples. Many couples exchange gifts and go out to celebrate their relationships. For example, last year, 40% of men gave gifts exceeding 1000 yuan (139€).
Chinese New Year is a day marked by gifts.
Chinese New Year, which falls in late January or early February, is when elders give "hong bao" (red envelopes containing money). Today, over 688 million Chinese do this digitally through WeChat. It's worth noting that significant sales start two weeks before Chinese New Year and last for a month and a half (from mid-January to mid-February).
The sectors with the highest number of purchases during this time are jewellery (+160%), clothing (+107%), communication devices (+39%), and home electronics (+30%). The number of parcels in transit during this period increased by +224%.
Critical times start in November for brands.
From November 11th, Singles' Day, to Black Friday, Chinese consumers can take advantage of promotional events. Alibaba saw an increase of +8.5% in revenue last year, with $84.54 billion in sales over the 11-day sales period. Then, there's Double 12 Day, another predominantly online shopping festival.
The first purchases for Chinese New Year or couples' Christmas celebrations begin now. Finally, there are sales from mid-January to mid-February to conclude last-minute shopping for Chinese New Year.
Online shopping or nothing
Unsurprisingly, online shopping occurs through social media (70% for the young Chinese generation compared to 44% for the rest of the world). Live shopping interests one-third of Chinese consumers. Mobile is the primary platform, with a usage increase of +130% during Chinese New Year. However, one essential aspect influencing purchase decisions is delivery speed. 34% of the young generation wants same-day shipping, and 27% want instant delivery (less than 24 hours).
What motivates Chinese consumers to buy gifts?
They primarily look for a personalised customer experience and are willing to pay more for a tailored experience. Then, 61% of Chinese consumers turn to "premium" products, with an average price 20% higher than other products in the category. Quality is highly desired.
Consumer Behavior at Christmas in Japan
Christmas is a time for couples.
In Japan, Christmas has been transformed into a holiday for couples. Gift exchanges, outings, and celebrations are the norm. For example, there's an increase in the sales of lingerie, which women buy to prepare for this day. There's also a Christmas cake known as "kurisumasu keki" sold everywhere in cities, with 52.8% intending to buy one. Others opt for fried chicken (53%), notably from KFC, which runs a memorable campaign.
Christmas isn't a tradition.
46.3% of Japanese consumers will spend the day as usual, whether December 24th or 27th. This is partly because they are alone (+20%) and because Christmas is not an important holiday for them.
Black Friday has become a significant event in Japan.
Black Friday has become a significant shopping event in Japan. 75% now know what this promotional weekend is, and 60% actively wish to participate. Amazon is one of the most visited sites during this time, with the "Amazon Cyber Monday."
The first day of sales after New Year.
Known as Hatsuuri, many stores reopen the day after New Year with a unique Japanese shopping tradition. They sell what they call "fukubukuro," which translates to "lucky bags" or "mystery bags." These bags contain mystery items worth anywhere from 100 to 500 euros. It's a shopping moment that brands can capitalise on.
Cross-border shopping.
Japanese consumers are very keen on cross-border shopping, with a +34% increase in revenue in 4 years. The main reasons for such purchases are products not available in the country and, especially, better prices.
Consumer Behavior at Christmas in South Korea
With nearly a third of the South Korean population being Christian, Christmas is indeed a holiday, but it's not deeply rooted in the hearts of Koreans. For example, only 32% buy gifts, while 68% make purchases due to ongoing promotional offers.
And, just like in China or Japan, Christmas is more about celebrating couples exchanging gifts. Leisure activities and outings are also unsurprisingly popular ways to celebrate love.
Consumer Behavior at Christmas in Mexico and South America
Like in other countries worldwide, Mexico and South American countries like Argentina, Colombia, Brazil, and Bolivia have tighter Christmas budgets than last year. This is the case for one-third of them. Moreover, more than 20% have decided not to give gifts this year, partly due to financial insecurity (+60%), to save money (+45%), or simply because they are not religious (14%).
When will South American consumers do their Christmas shopping?
+15% will start their Christmas shopping early, especially for reasonable prices. +13% will do most of their shopping during Black Friday and November.
However, some will prefer to wait until the second week of December (35%).
And the number of gifts purchased ranges from 4 to 5, between $16 and $30 each.
As many online purchases as in-store purchases for Christmas
South American consumers will be divided between online purchases (47%) and in-store purchases (43%). Only 11% have decided to do all their shopping online.
If we look at each country in more detail, Mexico and Argentina will be the most inclined to shop on websites. On the other hand, in Colombia, Peru, and Costa Rica, online shopping will be in the minority (less than 10%).
Brazil is the top performer for online shopping, with 76% of consumers mainly using mobile apps (72%). 23% will buy directly through Instagram.
Most online searches for year-end holidays
93% of South American consumers research online before purchasing, whether online or in physical stores. For most (40%), marketplaces like Amazon, Mercado Libre, etc., are their favourite research platforms for comparing information and prices. Social media is just a little behind, as more than a third use it to get gift ideas (37%) or to track price fluctuations (29%).
However, more than 50% (68% in Brazil) will also go to physical stores to find the perfect Christmas gifts. The main reasons are to see, touch, and try out products. They also go to see if the brand values conveyed online are accurate.
The gift budget has taken precedence over the Christmas dinner.
Just three years ago, the Christmas dinner budget (29%) was a priority and more important than the gift budget (20%). However, gifts took the lead (31%) the following year against 21% for dinner. And the gap is widening even today: 33% for gifts and 18% for dinner.
South American consumers are therefore attached to Christmas gifts. Most of them (45%) look for presents to give to their families and loved ones. But it continues, as 57% take the opportunity to buy products they need, 29% to replace existing products. A small percentage (13%) of South American consumers will also buy gifts for themselves.
For gift purchases, price remains a significant criterion (55%), followed by the variety of products offered (24%) and the customer experience (23%).
Payment Methods
In terms of payment, debit cards will be used by one-third of consumers. Cash is still prevalent for a quarter of buyers, followed by credit cards (less than a quarter).
To manage budgets and incoming money, almost half of South American shoppers will split the payment over time for their baskets to give a gift to everyone (49%) or to buy gifts in a higher product category (28%).
Consumer Behavior at Christmas in Australia
Forward-thinking Australians for Christmas
Almost the majority of Australians have finished their year-end holiday shopping in November, with a peak on the Black Friday and Cyber Monday weekend. Similarly, 66% of consumers want to spend the few remaining gifts before the rush to Christmas.
For their purchases, they greatly appreciate going to physical stores to touch, test, and see products in person (50%), even though online shopping is popular. The smartphone is used in 9 out of 10 purchases for the latter. They are fans of m-commerce.
Price-conscious Australian consumers
Australians also search for gift ideas, with a strong appetite for social media and Facebook (26%).
Price is one of the main criteria, with 72% of consumers choosing based on it. Furthermore, the average amount spent on a lovely gift is $93.
Finally, more than the majority opt for practical gifts like gift cards (51%), and others give group gifts (3 out of 4 Australians).
A specific day, Boxing Day
Among the specific dates found in Australia is Boxing Day, which takes place the day after Christmas. Initially, it was a day of charity where gifts were given to the less fortunate. In recent years, Boxing Day marks the beginning of sales.
Consumer Behavior at Christmas in India
A Little Christmas, A Lot of Diwali
December 25th is a public holiday in India for everyone, especially for the Christian population. That said, Hindus and Muslims take advantage of this day to celebrate. 65% of the population is very positive, and 28% are indifferent.
On the other hand, the festival that everyone agrees on is Diwali, which is the Hindu equivalent of Christmas, a grand festival of lights. The festivities last for five days, from late October (Navratri) to early November (Tulsi Vivah), with fireworks and the exchange of gifts, approximately 5 million.
Brands take advantage of this time to offer promotions. Moreover, the most sought-after products are electronics, appliances, clothing and accessories, jewellery, and furniture.
India is well into e-commerce for Christmas.
It's pretty simple. India is the world's 3rd largest country for online shopping and the 12th consumer market, with 350 million e-shoppers (1 billion by 2030).
With nearly all postal codes in place now, parcel delivery is no longer a hindrance. This is why parcel delivery is expected to triple in the next five years.
Finally, young Indians are already mobile-savvy, using two technological devices daily (87%).
Consumer Behavior at Christmas in Africa
The African continent is vast, with many countries and diverse customs. Christmas is celebrated in different ways everywhere.
For example, in North Africa, where the Christian population is a minority, Christmas is not celebrated.
In contrast, in Benin, Christmas is a children's festival, with gifts given to them.
In Kenya, too, children are honoured. They are the ones responsible for the preparations.
Due to its history in South Africa, Christmas is celebrated similarly in many countries worldwide. The only difference is that it's warm, and barbecues are popular.
In Ivory Coast, Christmas is also similar to the rest of the world.
In Nigeria, December 25th is marked by a public holiday and the exchange of gifts. The custom is to give money.
In Ethiopia, Christmas is present, but it falls on January 7th, according to the Julian calendar.
A Gradual Adoption of M-Commerce
The specificity in Africa is the means of accessing the internet. Being behind compared to European countries, they have leapfrogged to smartphones. Today, almost all young Africans own one. 1 in 5 young people has already made a purchase, and 7 out of 10 are on social media.
Additionally, more than 30% search for product information, 13% compare prices, and 5% make in-store mobile payments.
However, the progress of e-commerce could be faster. Less than half of the population shops online. The main reason is the lack of postal codes and addresses for parcel delivery, followed by negative comments about brands on social media. Payments are also problematic. Major payment players are either minimally or not present on the continent, so there's much room for development and improvement.
Culturally, Africans appreciate visiting local stores to build social connections, touch and try products, and negotiate prices.
How Africans Choose Christmas Gifts
For all purchases, the number one criterion is product quality. Price and value for money come next.
Generally, international brands (45%) are more appealing than local brands (24%), especially for clothing, accessories, cosmetics, and perfumes. No-name products have little to no appeal to African consumers.
A slight variation is seen in South Africa:
- Value for money comes first.
- Budgets have been reduced.
- Prices are compared.
- Spending is closely scrutinised.
Online data security is also a concern (70%).
Finally, the second-hand market in South Africa is thriving, with a 15% increase in the population buying or selling second-hand products.
