Danes buy 33% more online for Christmas than in 2012

Holiday ecommerce sales in Denmark will be around 1.2 billion Danish kroner (160,9 euros). That’s 33% more than the 0.9 billion of Danish kroner the country saw being spent on holiday gifts in 2012. Almost four in ten consumers expect to buy their Christmas gifts online, while 29% said they wouldn’t. These are almost the same percentages as a year before.

These predictions are coming from Foreningen for Dansk Internet Handel (FDIH), an industry association for companies that commercially use the Internet and other digital channels. They got market research company Epinion to ask Danish people about their habits regarding online shopping for the holiday season. A quarter of digital buyers told they were looking forward to finding between 60% and 80% of their Christmas gifts online, eMarketer reports. Just 3% of the respondents thought they probably would buy fewer gifts online than they did last year.

Danish consumers and their online shopping habits
Danish consumers are most eager to buy toys, clothing, shoes and jewelry for the upcoming holiday season. Digital entertainment and gift vouchers are also quite popular. Danes like to buy their Christmas gifts online because it saves them time, it makes them avoid the hassle of crowds and sometimes it can even same them some money.

According to the data from FDIH, online shopping now accounts for 15% of all Christmas purchases in Denmark this year. That’s more than last year, when ecommerce accounted for 12% of total purchases during that period. Nonetheless, eMarketer thinks b2c sales via digital channels like online stores wil grow by 12.4% and see double-digit expansion again in 2014.


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