Nordics: online Christmas shopping penetration 2016-2017

As of 2017, Nordic consumers seemed to be more keen on shopping Christmas gifts online, compared to 2016. 13 percent of the respondents had purchased all of their gifts online in 2017, whereas the corresponding figure for 2016 was four percent of respondents.

Share of consumers in the Nordic countries who purchased Christmas gifts online in 2016 and 2017

Characteristic	2016	2017
Yes, I have already purchased all Christmas gifts that I planned to buy online	4%	13%
Yes, I have bought some Christmas gifts online and will buy more	12%	19%
No	83%	68%
Don't know	1%	1%

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Release date

December 2017

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Region

Denmark, Finland, Norway, Sweden

Survey time period

2017

Number of respondents

7,977*

Age group

18-79 years old

Method of interview

Online panel

Supplementary notes

* 2,144 respondents were from Sweden, 2,109 from Denmark, 1,705 from Norway and 2,019 from Finland.

The original question was phrased by the source as follows: "Have you purchased any Christmas gifts online this year? / Har du handlat några julklappar på internet i år?"

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