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Christmas gift shopping online in Sweden 2016-2019

More than half of Swedish consumers were planning to buy Christmas gifts online in 2019. The share of respondents in three consecutive yearly surveys who stated they would purchase gifts for the holidays online increased steadily, starting at 51 percent in 2016 and reaching 58 percent in 2018, and then decreased slightly. Around 2,000 Swedes were asked whether they were planning on purchasing more Christmas gifts online in 2019 than the year before. More than half did not plan on purchasing more gifts online that year.

 What to buy for Christmas?

  The most common Christmas gifts planned to be purchased online by Swedes in 2019 seemed to be books and media. Fashion items, such as clothes and footwear followed closely and both of the above-mentioned categories had been on the shopping list of more than 50 percent of the Swedish respondents that year. Among the other products which Swedes planned on shopping for the holidays were children toys, home electronics, and beauty and healthcare products.

 Christmas shopping time

  As of the third quarter of 2019, most Swedes planned to do their Christmas shopping at the end of November (Black Friday Week) and the beginning of December. Only one percent of the interviewed Swedes would buy Christmas presents between the 21st and the 23rd of December. In contrast, the largest share of respondents from the United States had planned to start shopping for Christmas before Thanksgiving in 2018, which was on the 22nd of November that year. Over 30 percent of Americans had planned to buy presents during the month of December that year.

Are you planning to buy some Christmas presents online?

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Release date

December 2019



Survey time period

November 2019

Number of respondents

2,012 respondents

Age group

18-80 years

Method of interview

Online survey

Supplementary notes

The original question was phrased by the source as follows: "Kommer du att köpa några julklappar på nätet i år?"

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Statistics on "Christmas in Scandinavia"

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