CHRISTMAS SHOPPING IN EUROPE - STATISTA DOSSIERPLUS ON CHRISTMAS SHOPPING IN EUROPE - AWS
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CHRISTMAS SHOPPING IN
EUROPE
STATISTA DOSSIERPLUS ON CHRISTMAS SHOPPING IN
EUROPE
Statista wishes a Merry Christmas
It’s that time of the year again – Christmas!
And consumers in Europe have already decided what they are buying, where they are buying from, and how much they are
allocating for their Christmas shopping.
Me and my Team would like to look back on our cooperation in 2019 and thank you very much for the trust you have placed in us.
That is why we would like to treat you with a little gift, our DossierPlus Special "Christmas Shopping in Europe".
This Statista DossierPlus provides facts and trends about the Christmas shopping patterns and expectations of consumers in
Europe. Wrapped in key macroeconomic indicators and retail trade figures, it offers in-depth coverage of the most essential insights
of the season.
Table of contents
01 European Christmas overview 03 A tale of two channels
◾ Christmas retail trade in Europe ◾ Online retail in Europe
◾ Champions of Christmas retail ◾ Online Christmas spending
02 The European (Christmas) consumer 04 Christmas comes early: the Black
Friday effect in Europe
◾ The European consumer in the ◾ Black Friday and Cyber Week
European economy in Europe
◾ Christmas spending ◾ Black Friday retail sales
2 Statista
Festive Facts
United
Kingdom Sweden
6.8 10
billion million litres
of Beer & Christmas beer
Christmas ad sold in Systembolaget
spend value in 2019 stores during Christmas
week in 2018
The
Netherlands
Denmark
311 2.9
million €
online revenues during
thousand
Sinterklaas in 2018 Christmas tree farms
as of 2019
Spain
2.8 billion Italy China
revenues generated from
Christmas Lotto “El Gordo - Germany
29 117
145
The Fatty One” thousand tons thousand tons
of Panettone produced of Christmas decorations
supplied into the EU
million
chocolate Santas
produced
in 2018
4
01 European Christmas overview
▪ Christmas retail trade in Europe
▪ Champions of Christmas retail
It’s the most wonderful time of the year And certainly the busiest, at least for shoppers and retailers. The Yet Christmas will always be Christmas, meaning shopping lists so-called Golden Quarter is already in full throttle, Christmas is will always need to be sorted, consumers will always be out in just around the corner, and shopping deadlines are looming full force on the hunt for the season’s best deals for family and closer. From food to consumer goods, electronics to friends, and businesses will roll out their festive strategies to get entertainment, retailers in many categories brace themselves for the best of the spending rush. To put the festive spirit in a the surge of shoppers flocking to high streets and online consumer perspective, this Statista DossierPlus lays out the marketplaces. Consumers themselves get savvy with their Christmas landscape in Europe, tracing developments in retail budgets, wishing for a fine balance between generous giving during the last quarter of the year and offering a snapshot of and smart spending. consumer spending habits and trends. This Christmas, the expected increase in retail spending in major European countries pales in comparison to the glory of Christmases gone by. Forecasts by the Centre for Retail Research (CRR) indicated that in 2019, Christmas retail spending will perform a minuscule 1.2 percent growth, dropping from the previous two years’ record of a 1.8 percent increase. In view of the declining momentum in global economic growth that afflicted major economies throughout 2019, the projections of moderate progress in holiday spending this year do not come as a surprise. 5 Statista
Christmas retail most extravagant in the UK and Germany
Europe's biggest five economies have the highest Christmas spending numbers
Christmas spending in retail in Europe in 2018, by country (in billion GBP) Christmas brings the biggest joy into the
retail sector. The last two months of the
90
year definitely mark a heightened period of
79.72 spending activity in Europe's Christmas
80
retail landscape. Yet it is fair to say that not
68.57 every country takes Christmas season
70
60.15
shopping as seriously as the United
Kingdom. The country's Christmas retail
Sales in billion GBP
60
spending in 2018 exceeded those of Italy,
50 Spain and the Netherlands combined.
Germany's retail sector provides another
40 37.88
set of high numbers during this period. With
a retail spending just shy of 70 billion
30
24.05 British pounds, or a solid 80 billion euros,
Germany has the second biggest
20
11.78 Christmas retail business in Europe.
9.04
10
0
United Germany France Italy Spain Netherlands Belgium
Kingdom
Note: EU; 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1063481
6 StatistaChristmas spending development in Europe since 2017
Christmas spend stalls in the UK, Spain expected to make the biggest leap this Christmas
Expected growth in Christmas spending in retail in selected European countries from 2017 to 2019 The picture is less cheerful when it comes
to what Christmas will bring in retail this
year. In the coming holiday season, the two
2017 2018 2019 kings of Christmas retail spending, the
3.5% United Kingdom and Germany, are not
expected to perform any Christmas
Percentage growth in spending
3.0% miracles, with the former stalling at a
2.5%
minuscule 0.8 percent growth. Instead, a
boost of about two percent is forecasted for
2.0% both Spain and the Netherlands.
1.5%
1.0%
0.5%
0.0%
Note: EU; 2017 to 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1063395
7 StatistaSpotlight: United Kingdom Christmas is serious business in the UK Christmas evokes the most pleasant of sensations in us: the smell of ginger and spice wafting through Christmas markets, domestic pleasures of cozy evenings spent with loved ones, a bustling time of eating, drinking and generally being merry. Yet more than anything, Christmas is a commercial business, propped up by a number of industries and services, all of which help the commercial wheel turn until the next year. Retailers in the UK are all too aware of this, as Christmas becomes an arena for major retail brands to mark their name on the season with their Christmas TV adverts. Every year, the UK's biggest retail companies such as John Lewis, Sainsbury's, Tesco and Marks & Spencer battle for winning the Christmas ad race to make the most of the Christmas retail boost, attract a wider range of consumers and generate more sales. Earlier in November this year, The Guardian reported that the UK Christmas ad industry reached a staggering value of of 6.8 billion British pounds as of the third quarter of 2019, including TV and online ads. 8
9
Retail sales value in million GBP
Dec 14
Jan 15
Feb 15
Mar 15
Apr 15
May 15
Jun 15
Jul 15
Aug 15
Sep 15
Oct 15
Nov 15
Dec 15
Jan 16
Feb 16
Source(s): Office for National Statistics (UK); ID 287878
Mar 16
Apr 16
May 16
Jun 16
Note: United Kingdom (Great Britain); December 2014 to October 2019
Jul 16
Aug 16
Sep 16
Oct 16
Nov 16
UK retail peaks in December
Dec 16
Jan 17
Feb 17
Mar 17
Apr 17
May 17
Jun 17
Jul 17
Aug 17
Not surprisingly, November and December see the most retail activity
Sep 17
Oct 17
Nov 17
Dec 17
Jan 18
Feb 18
Mar 18
Apr 18
May 18
Jun 18
Jul 18
Aug 18
Sep 18
Oct 18
Nov 18
Dec 18
Jan 19
Feb 19
Mar 19
Apr 19
May 19
Jun 19
July 19
Aug 19
Sep 19
Oct 19
StatistaUK Christmas retail isn't what it used to be
Sales have yet to reach the level of 2016 growth rates
Year-on-year change in retail sales in the United Kingdom (UK) from January 2016 to November 2019 In December 2018, the value of monthly
retail sales made up 12.3 percent of total
retail sales in that year. Though in itself this
3.0%
is an impressive enough figure, this
proportion was the lowest the UK had had
2.0%
over the past three years. In fact, since
Percentage change in retail sales
2016, Christmas retail in the UK has not
1.0%
had much reason to be merry. As reported
jointly by the British Retail Consortium and
0.0%
KPMG, the total value of retail sales
-1.0%
flattened out in the 2018 Christmas season
and saw no growth compared to the
-2.0% previous year.
-3.0%
-4.0%
-5.0%
Mar Jun Sep Nov Dec Mar Jun Sep Nov Dec Mar Jun Sep Nov Dec Mar Jun Sep Nov
16 16 16 16 16 17 17 17 17 17 18 18 18 18 18 19 19 19 19
Note: United Kingdom; January 2016 to November 2019
Source(s): KPMG; British Retail Consortium; ID 535015
10 StatistaNot all retail is equal in the eyes of Christmas
Food and grocery retail is the clear winner of Christmas spending
Percentage growth in retail sales of food and non-food items during 4th quarter 2016 and 4th quarter 2018 While a greater emphasis
is put on exchanging gifts
or treating oneself to
Q4 2016 Q4 2017 Q4 2018 Christmas sales
4.0% purchases, more than any
3.6% other retail category, food
3.5% and grocery sales get the
Percentage growth (year-on-year)
biggest boost during the
3.0% season. In the UK, grocery
2.5% retail saw the greatest
2.5% 2.3% growth of the past three
2% years in the last quarter of
2.0%
1.6%
2018.
1.5% 1.5% 1.5%
1.5% 1.4%
1.0%
0.5%
0.0%
Total retail Food and grocery retail Non-food retail
Note: United Kingdom; Q4 2016 to Q4 2018
Source(s): GlobalData; ID 789888
11 StatistaSpotlight: Germany Christmas done right The annual development in retail sales during the Christmas trading period establishes Germany as Europe's second-biggest Christmas retail spender. Despite a somewhat stagnant period between 2000 and 2015, recent holiday seasons in Germany started seeing revived sales in retail again. In 2018, Christmas trade constituted 19 percent of all retail taking place during November and December. One clear advantage that Germany has over the United Kingdom, and many other European countries, is the Christmas markets that light up many German town centers during the Advent period. In a 2014 report, the Centre for Retail Research indicated that Germany was host to over 2.2 thousand Christmas markets, 20 times more than those in Austria and Switzerland combined. Additionally, Germany's Bundesverband Deutscher Schausteller und Marktkaufleute estimated that the contribution of traditional Christmas markets to Germany's Christmas retail turnover was as high as three billion euros. 12
Christmas retail revenues to cross the 100 million euro mark
Retail revenue of the Christmas trading period in Germany from 2005 to 2018, with a forecast for 2019
120
102.4
98.3 99.4
100 94.7
90.6
83.5 82.9 84.3 85
82.2 80.5 81.1 82.7
80.3 78.7
Revenue in billion euros
80
60
40
20
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Note: Germany; 2005 to 2018
Source(s): Statistisches Bundesamt; HDE; ID 1064307
13 StatistaNussknacker cracks Christmas sales
Toys continue to be seasonal gifts
Share of Christmas trade in annual sales in selected retail sectors in Germany from 2014 to 2018 A detailed category
breakdown of retail sales
during the Christmas
Sales share
trading period shows that a
2018 2016 2014 quarter of all toys in
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Germany are sold during
the Christmas season. In
Total retail
fact, for many other
Toys
categories such as
Household items not mentioned elsewhere
ceramic products and
Ceramic and glass products
glassware as well, the
Books
impact of Christmas in
Consumer electronics
purchases was clearly
Watches and jewelry
discernable.
Music instruments and supplies
Electrical household appliances
Clothing
Antiques and antique carpets
Cosmetics and body care products
Bakery products and confectionery
Magazines and newspapers
Note: Germany; 2014 to 2018
Source(s): Statistisches Bundesamt; ID 1067444
14 Statista02 The European (Christmas) consumer
▪ The European consumer in the European
economy
▪ Christmas spendingThe European consumer in the European economy Consumers wary of overspending From a retail perspective, the Christmas season does not hold many surprises. Compared to other periods in the calendar year, consumer spending typically increases in what is referred to as the Golden Quarter of retail. What remains uncertain is whether or not consumers will spend more than they did in the previous year. As has been displayed in the first chapter of this report, the robustness of growth in Christmas spending is predicted to vary across countries for 2019. Yet, compared with the actual growth rates of the two previous years, it seems that it will be a mild Christmas as the European consumer stays cautious. Following the slowed-down economic activity due to global trade turmoils in 2018, the spring edition of the European Economic Forecast Report published by the European Commission predicts that 2019 will provide a flat transition into a relatively stable period beyond. Citing a decline in consumer confidence throughout 2018 and the resulting impulse to save, the commission report forecasts a push in private consumption - but not before 2020. 16
Europe's biggest economies
Gross domestic product (GDP) of the leading 10 European countries in 2018
GDP in billion euros
0 500 1000 1500 2000 2500 3000 3500 4000
Germany 3,386
United Kingdom 2,390.19
France 2,348.99
Italy 1,753.95
Spain 1,206.88
Netherlands 772.69
Switzerland 597.31
Poland 496.63
Sweden 467.01
Belgium 450.58
Note: Europe; 2018
Source(s): Eurostat; ID 1078628
17 StatistaConsumer confidence is particularly low in the United Kingdom
Consumer Confidence Index in a selection of European countries 2017 to 2019
Belgium France Germany Austria Switzerland Netherlands
Luxembourg Spain Italy United Kingdom Denmark Sweden
104.0
103.0
Consumer Confidence Index
102.0
101.0
100.0
99.0
98.0
Jun '17 Sep '17 Dec '17 Mar '18 Jun '18 Sep '18 Dec '18 Mar '19 Jun '19 Sep '19
Note: Europe; June 2017 to September 2019
Source(s): OECD; ID 686252
18 Statista2019 stable, 2020 to bring a brighter outlook
Growth in GDP and private consumption in the EU
Average growth rate of private consumption in the European Union (EU) from 2013 to 2017, with a forecast to 2020 2019
forecasts
were not
3.0% 2.4%
2.1% 2% overwhelming
1.6% 1.6% 1.7%
Real annual
percentage
2.0% 1.2% in terms of
change
1.0%
GDP growth
-0.1% and private
0.0% consumption
-1.0% in the EU. On
2013 2014 2015 2016 2017 2018 2019 2020 both fronts,
the outlook for
Average growth rate of gross domestic product (GDP) in the European Union (EU) from 2013 to 2017, with a forecast to 2020 2020 was
more
optimistic.
3.0% 2.5%
2.3%
2% 2%
Real annual
percentage
1.8%
2.0% 1.6%
change
1.4%
1.0%
0.3%
0.0%
2013 2014 2015 2016 2017 2018 2019 2020
(1) Note: EU; 2013 to 2017 (2) Note: EU; 2013 to 2017
Source(s): European Commission; ID 1067611 Source(s): European Commission; ID 1070317
19 StatistaHousehold Christmas budget Who is spending how much on what? During the 2018 Christmas season, the personal finance plans of European consumers were somewhat reflective of the larger European consumption and retail sales trends. Compared to 2018, Christmas shoppers in Europe are not planning to go overboard in 2019. According to the 2019 edition of Deloitte's Annual Christmas Survey, the average Christmas budget of European consumers is estimated to go from the previous year's 446 euros to 461 euros in 2019. Consumers in the United Kingdom, Spain, Italy and Germany were the biggest spenders of the previous year, allocating much higher Christmas budgets than the European average. The picture remains similar this Christmas as well. On average, the European consumer expected to spend more money on buying presents than food items this Christmas. Other surveys conducted with consumers from Northern Europe also confirmed that, true homebodies that they are, European consumers planned to allocate only a meagre share for travel or going out. 20
More on giving than feasting
Christmas budget composition in Europe from 2018 to 2019, by category
Gifts Food and Drink Socializing Travel
250
200 193
Average consumer spend in euros
189
150
127 131
100 86
81
49 51
50
0
2018 2019
Note: Europe; September 16, 2019 to October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 1064151
21 StatistaEurope's Christmas budget
Average budget for Christmas celebrations in Europe 2019, by country
Budget estimations of Average estimated spend on Christmas celebrations in selected countries in Europe in 2019 (in euros)
consumers in four of the
biggest economies in
Average expenditure in euros
Europe - Germany, the
UK, Spain and Italy - 0 100 200 300 400 500 600 700
deemed these countries
UK 639
the most generous this
Christmas season. In Spain 554
comparison, Dutch
consumers expected to Italy 549
spend below the European
Germany 488
average of 460 euros for
their holiday expenses. European average 460
Portugal 387
Russia 367
Poland 352
Netherlands 341
Note: Europe; September 16, 2019 to October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 475509
22 StatistaEurope's biggest Christmas spender
British consumers push the boat out for festive spending
Consumer spending during the Christmas period in the United Kingdom (UK) in 2018 and 2019, by category (in GBP) In 2018, Christmas
spending per person in the
UK was estimated to be
Gifts Food and Drink Socializing Travel 567 British pounds (or 639
350 euros), the largest
Christmas budget in
294 299 Western Europe, upping
300
the previous year by 1.3
Average expenditure in GBP
250
percent.
200
146 143
150
100
68 63 62
51
50
0
2018 2019*
Note: United Kingdom; September 16, 2019 to October 11, 2019; 18 - 65 years; 803 Respondents; UK adults
Source(s): Deloitte; ID 786555
23 StatistaItaly and Spain
The Mediterranean Christmas budget
Estimated Christmas shopping expenditure in Italy in 2019, by category (in euros) After the UK,
Spain and
250 221 Italy are
Expenditure in euros
200 estimated to
140 have the two
150 116
next biggest
100 72
Christmas
50 budgets this
0 year.
Gifts Food Socializing Traveling
Estimated Christmas holiday expenditure in Spain in 2019, by category (in euros)
250 238
Expenditure in euros
200 173
150
100 79
64
50
0
Gifts Food Socializing Travel
(1) Note: Italy; September 16 to October 11, 2019; 14-65 years; 976 Respondents (2) Note: Spain; September 16 to October 11, 2019; 18-65 years; 1,107 Respondents
Source(s): Deloitte; ID 646476 Source(s): Deloitte; ID 1067500
24 StatistaGermany and the Netherlands
Average Christmas budget estimations
Estimated Christmas spending in Germany in 2019, by category (in euros) Germany's
Christmas
250 217 trading period
Expenditure in euros
200 displays high
150 flying
116 103 numbers, but
100
51 personal
50 budget
0 estimations of
Gifts Food Travel Going out consumers
placed
Estimated holiday season expenditure in the Netherlands in 2019, by category (in euros) Germany
140 behind Italy,
122
Expenditure in euros
120 109 Spain and the
100 UK.
78
80
60
40 32
20
0
Gifts Food Travel Socializing
(1) Note: Germany; October 2019; 978 Respondents (2) Note: Netherlands; September 16, 2019 to October 11, 2019; 18-65 years; 937
Source(s): Deloitte; ID 1069430 Respondents
Source(s): Deloitte; ID 784797
25 StatistaNordics Christmas budget: Denmark
Top-5 Christmas expenses in 2018
Christmas expenses in Denmark in 2018, by type Scandinavian consumers'
spending habits during the
30.0%
Christmas season varied
26% from country to country.
25.0% According the 2018 results
of the Christmas Barometer
conducted by the Helsinki-
20.0% based digital financial
Share of expenses
services provider Ferratum
Group, Danish consumers
15.0% 14% 14% expected one quarter of
12% their expenses to be on
shopping activities.
10.0%
6%
5.0%
0.0%
Shopping Travel abroad Sports and recreation Children's winter Sports events
activities
Note: Denmark; December 2018 ; Over 23,000 households from 19 countries
Source(s): Ferratum; ID 1072678
26 StatistaNordics Christmas budget: Sweden and Norway
Clothes, games, gadgets: top Christmas expenses
Christmas expenses in Sweden in 2019, by type Christmas expenses in Norway in 2019, by type The 2019
results of the
14.0% 13% 18.0% 17%
same survey
12% 16.0% revealed
12.0% 11% 14% slightly
14.0%
10.0% differing
Share of expenses
Share of expenses
9% 9% 12.0% 11% results for
8.0% 10.0% Sweden and
Norway.
6.0% 8.0% 7%
6%
6.0%
4.0%
4.0%
2.0%
2.0%
0.0% 0.0%
(1) Note: Sweden; November 2019; Over 31,000 households from 14 countries; Top 5 (2) Note: Norway; November 2019; Over 31,000 households from 14 countries; Top 5
Source(s): Ferratum; ID 1072697 Source(s): Ferratum; ID 1072691
27 Statista03 A tale of two channels
▪ Online retail in Europe
▪ Online Christmas spendingChristmas is more online than ever E-commerce in Christmas shopping Online has secured its place in consumers' purchasing habits, including those on the hunt for the best Christmas deals. Last Christmas, European shoppers did not abandon the joys of strolling through physical stores altogether, and left more money in physical stores. Yet, the average amount consumers expected to spend via online channels increased - contrary to their planned offline Christmas budget, which did not display a significant rise from 2017. Within online shopping, mobile is gaining more traction with consumers, the convenience and ease of use offered by mobile apps being a significant incentive for this. That being said, consumers mix and match, and most of Christmas shopping is done offline, out in the supermarkets, high streets and shopping centres. Consumer expectations from online shopping get more diluted and refined during the holiday season as well, as Christmas shopping is necessarily more personalized and time sensitive. 29
Christmas budget online and offline
Average budget in Europe from 2018 to 2019, by channel
Online Offline
300
275
268
250
Average consumer spend in GBP
200
150 134
128
100
50
0
2018 2019
Note: Europe; September 16, 2019 and October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 1067428
30 StatistaThe Big Six of online retail
UK plants the flag in online retail in Europe
Online retail sales value in selected European countries from 2016 to 2019 (in billion GBP) Christmas is becoming more online,
because retail is too. In Europe, the
proportion of online sales in all retail has
2016 2017 2018 2019 already gone up from 4.8 percent to
80 roughly 9 percent between 2012 and 2018.
In some mature e-commerce markets like
70 the UK, Germany and France, this share is
forecast to go over the 10 percent mark in
Value in billion British pounds.
60 2019.
50 2019 forecasts for the sales value of online
retail indicate impressive numbers across
40
Europe. The Centre for Retail Research
30
estimates a value of between roughly 9
billion British pounds in the Netherlands
20 and 76 billion British pounds in the United
Kingdom.
10
0
UK Germany France Spain Italy Netherlands
Note: Europe; excluding travel, restaurants, tickets, transport.
Source(s): CRR; VoucherCodes.co.uk; ID 921453
31 StatistaSmall steps and big steps: European online retail share outlook
Year-on-year increase in online retail sales in selected European countries in 2019
19%
15.9%
Increase in online sales
10.9% 10.8%
9.9%
5.4%
3.9%
UK Germany France Netherlands Spain Italy European average
Note: Europe; 2018
Source(s): CRR; ID 795571
32 StatistaHoliday shopping expectations are online in Europe
Italian and Spanish consumers most keen to buy from online marketplaces
Share of consumers planning to buy more from online marketplaces during holiday season in Europe in 2019, by country Consumer data from
research conducted by
Salesforce Marketing
suggested that Italy and
78% Spain showed the most
interest in online
marketplaces this holiday
62% 61% season.
Share of respondents
56%
54%
51%
49%
41%
Italy Spain France Belgium Nordics UK/Ireland Germany Netherlands
Note: Europe; June 2019; 4,007 Respondents
Source(s): Salesforce Research; ID 1066662
33 Statista... and mobile
Less popular than online shopping, but mobile shopping apps are getting there
Share of consumers planning to shop through mobile apps during holiday season in Europe in 2019, by country Online shopping takes
many shapes, and mobile,
whether in a browser or an
80.0%
app, is gaining more
69% traction with consumers.
70.0% 67%
For Christmas shoppers as
well, mobile apps were an
60.0% 57% attractive option across
53% 53%
Share of respondents
49% Europe.
50.0% 46% 46%
40.0%
30.0%
20.0%
10.0%
0.0%
Italy Spain Belgium France Nordics Netherlands UK/Ireland Germany
Note: Europe; June 2019; 4,007 Respondents
Source(s): Salesforce Research; ID 1066732
34 StatistaHigh streets: UK's beloved for Christmas shopping
Preferred Christmas shopping locations in the UK 2018
Where will you be doing most of your shopping this Christmas? UK shoppers do not love online less, but
high street shopping more. At least when it
Share of respondents
comes to Christmas shopping. While a mix
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% of channels such as mobile apps and
retailer websites were not off the table for
On the high street 28%
UK Christmas shoppers, high streets and
shopping centers trumped all other options.
In a shopping center 21% In a 2018 consumer survey commissioned
by one of the UK's leading retail industry
On a retailer's website on a PC 20% publications Retail Week, pure-play
marketplaces such as Amazon and eBay
On a marketplace (such as Amazon or eBay) 15% were revealed to be popular destinations
for only 15 percent of Christmas shoppers.
At a retail park 8%
On a retailer's website on a mobile phone 6%
Through a retailer's mobile app 2%
At a discount village 2%
Note: United Kingdom; 2018; 2000 Respondents; UK consumers
Source(s): Retail Week; Valitor; ID 946863
35 StatistaOnline brings a breath of fresh air to UK Christmas retail
Store sales stall, online charges on in the UK
High street shopping and Online and store-based retail sales during Christmas season in the United Kingdom (UK) from 2017 to 2018 (in billion GBP)
spending in physical stores
make up the backbone of
Christmas retail. Yet, the Online Store-based
pace with which online is 60
55.89 54.61
keeping up hints at many
more digital Christmases
50
to come. Between the two
Christmases in 2017 and Sales value in billion GBP
2018, store-based sales in 40
the UK regressed by 2.3
percent, whereas online
30
sales made a solid 10 25.11
percent progress. 22.8
20
10
0
2017 2018
Note: United Kingdom; 2017 to 2018
Source(s): CRR; ID 1063630
36 StatistaWhat are UK holiday shoppers buying online and offline?
Books and gadgets are the two fixtures on online holiday shopping lists
This Christmas season, Product categories on which holiday shoppers plan spending in the United Kingdom (UK) 2019, by channel
online shopping plans of
UK consumers favored
Share of respondents
items such as books and
electronics over other retail Offline Online
consumption. A consumer 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
survey from Periscope by
McKinsey confirmed a Beauty & fragrances
common resistance Car
associated with otherwise Clothing
rampant online shopping: Consumer electronics
UK shoppers still planned Furniture
to do their household Gift cards
shopping for food and Grocery / Beverages
groceries mostly offline in Home furnishings
the 2019 holiday season. Kitchen appliances
Movies / Books /Music
Travel
Toys
Other
Note: United Kingdom; August 2019; 501 Respondents
Source(s): Periscope; ID 1074935
37 StatistaGerman shoppers stick to the shops
...but with less loyalty over the years
Do you prefer buying Christmas presents online or at local retailers? Annual Christmas surveys
published by Ernst &
Preferably at local retailers Preferably online No preference Young reveal that German
80.0% 75%
shoppers' loyalty towards
71% physical stores is
70.0% 68% diminishing. Shoppers no
longer depend entirely on
60.0% town centres, department
53%
Share of respondents
stores and supermarkets
50.0% for their Christmas
shopping as online
40.0% channels provide better
prices, increased variety,
30.0% 26% and availability - important
20% 20% 21% factors that drive the
20.0% Christmas gift shopping
14%
11% 12% process.
9%
10.0%
0.0%
2015 2016 2017 2018
Note: Germany; October 2015 to 2018; 18 years and older; 1,000 Respondents
Source(s): EY; ID 1069252
38 StatistaOnline is the way to go for consumer electronics purchases
Leading product categories that German shoppers prefer to buy online as of 2019
Which Christmas gifts do you prefer buying online rather than at retailer stores? According to Statista's
2019 Holiday Season &
Share of respondents
New Year survey, German
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% consumers have a clear
Consumer electronics (CDs, DVDs, BluRays, etc.) 62% notion of what to purchase
Books and e-books 59% from the web rather than
the shop. Similar to UK
Computer and computer accessories 52%
shoppers, German
Travel 52% consumers are also most
Gift cards 51% open to buying electronics
Smartphones, tablets and related accesories 49% online rather than offline.
Games, toys, dolls, etc. 43%
Household items 39%
Clothing, textile, footwear 36%
Cosmetics, perfumes, personal care products 33%
Jewelry and watches 27%
Decoration articles 25%
Furniture 21%
Food and beverages 8%
Note: Germany; October 16-21, 2019; 18 years and older; 722 Respondents; Bought at least one gift online rather than in store
Source(s): Statista Survey; ID 1076721
39 StatistaJust browsing Online has a broader function in the shopping journey Christmas shopping is an equation with multiple variables. Online or offline, Christmas shoppers want to get their Christmas shopping done. Yet, questions abound: what to buy, where to buy, and how much to spare. Help comes from a multitude of sources: TV, out-of-home, physical stores, print and digital media - all race to get the attention of the Christmas shopper. The unique advantages online channels offer - such as access to a wide network of customer reviews, price comparisons and a greater variety of choice - give digital sources a further edge in the consumers' Christmas shopping quest. But the end result doesn't have to be a purchase. Shoppers browse and buy online or browse online and finalize the shopping experience in store. Either way, online channels inform and shape the decisions shoppers make to an increasing degree. 40
UK shoppers inspired equally by online and in-store
Online plays a greater role in researching for Christmas gifts in the UK
Festive season gift inspiration and discovery channels in the United Kingdom (UK) in 2018 Insights from Facebook's 2019 Holiday
Study suggest that last Christmas shoppers
in the United Kingdom consulted online
80.0%
sources and physical stores for ideas and
70% 70% inspirations equally on their holiday
70.0% shopping quest. True multichannel
browsers, UK shoppers were more likely to
60.0% utilize online when choosing and
Share of respondents
purchasing gifts compared to all those
50.0% surveyed across the EMEA region.
40.0%
30.0% 27%
22%
20.0%
13%
10.0%
0.0%
Online In store Print TV Outdoor
Note: United Kingdom; 2018; 18 years and older; 1,501 Respondents
Source(s): Facebook; Ipsos; ID 1076500
41 StatistaGermany and the Netherlands
Inspiration and discovery channels for Christmas purchases
Holiday gift inspiration and discovery channels in Germany in 2018 Holiday gift inspiration and discovery channels in Netherlands in 2018 Physical
stores were
still relevant
70.0% 70.0% 66% for German
61% consumers
60.0% 60.0% not only when
53% 52% they were
50.0% 50.0% making their
Share of respondents
Share of respondents
Christmas
purchases,
40.0% 40.0%
but also when
they were
30.0% 30.0% 28% looking for gift
24% ideas and
21%
20.0% 17% 20.0% inspirations.
The same
11% 11% went for Dutch
10.0% 10.0%
shoppers.
0.0% 0.0%
Online In store Print TV Outdoor Online In store Print TV Outdoor
(1) Note: Germany; 2018; 18 years and older; 1,502 Respondents (2) Note: Netherlands; 2018 ; 18 years and older; 1,500 Respondents
Source(s): Facebook; Ipsos; ID 1076522 Source(s): Ipsos; Facebook; ID 1076562
42 StatistaItaly and Spain
Inspiration and discovery channels for Christmas purchases
Holiday gift inspiration and discovery channels in Italy in 2018 Holiday gift inspiration and discovery channels in Spain in 2018 For shoppers
in Italy and
Spain, digital
80.0% 80.0%
sources
71% carried more
69%
70.0% 70.0% 66% weight than
65%
they did for
60.0% 60.0% Dutch and
Share of respondents
Share of respondents
German
50.0% 50.0% consumers.
40.0% 40.0%
30%
30.0% 30.0%
19%
20.0% 20.0%
15% 15% 14%
13%
10.0% 10.0%
0.0% 0.0%
Online In store Print TV Outdoor Online In store Print TV Outdoor
(1) Note: Italy; 2018; 18 years and older; 1,501 Respondents (2) Note: Spain; 2018; 18 years and older; 1,503 Respondents
Source(s): Facebook; Ipsos; ID 1067822 Source(s): Facebook; Ipsos; ID 1076659
43 StatistaDenmark and Sweden
Inspiration and discovery channels for Christmas purchases
Holiday gift inspiration and discovery channels in Denmark in 2018 Holiday gift inspiration and discovery channels in Sweden in 2018 Among those
surveyed in
Facebook's
70.0% 60.0% 57% Holiday Study,
52% Sweden was
60.0% 58% the only other
56% 50.0%
country (after
50.0% the UK),
Share of respondents
Share of respondents
40.0% where
shoppers
40.0%
utilized online
30.0% channels
25%
30.0% more than any
22% other
20.0%
20.0% 16% conventional
16%
11% sources.
8% 10.0%
10.0%
0.0% 0.0%
Online In store Print TV Outdoor Online In store Print TV Outdoor
(1) Note: Denmark; 2018; 18 years and older; 1,500 Respondents (2) Note: Sweden; 2018; 18 years and older; 1,500 Respondents
Source(s): Ipsos; Facebook; ID 1068018 Source(s): Facebook; Ipsos; ID 1076922
44 StatistaWhat does the European Christmas shopper want online? From free delivery to flexible returns: the wish list of online Christmas shoppers Getting into the mind of the Christmas shopper is a daunting task. Consumer expectations and plans depend on so many things: budget, demographics, time available to the shopper. When online shopping factors into this, beyond common advantages such as convenience and better pricing, other considerations emerge for the Christmas shopper such as supply chain and fulfilment capabilities of retailers. In the recent past, many online retailers learnt their lesson the bitter way: delays in delivery of Christmas purchases pushed consumers to frustration and put the brand image of retailers into jeopardy. To combat this, retailers now define deadlines for holiday purchase orders and offer lax return policies. The courier services and delivery staff of online retailers receive special seasonal reinforcement as well. All to keep the Christmas shopper coming to the online shop. 45
What does the Christmas shopper want online?
Austria Germany UK
Access to Home Low
customer delivery cost delivery
reviews
74% 80% 79%
Italy Netherlands Sweden
Price Access to Fast
comparison customer delivery
reviews
60% 62% 65%
Norway Denmark
Broad return Fast
deadline delivery
75% 78%
4704 Christmas comes early: the Black
Friday effect in Europe
▪ Black Friday and Cyber Week in Europe
▪ Black Friday retail salesBlack Friday in Europe Consumers get the most out of Christmas with Black Friday Christmas comes but once a year, but for shoppers and retailers it comes earlier now. Across Europe, many consumers already begin their Christmas shopping as early as September in a bid to avoid the stress of frenzied crowds on high streets. Thanks to the wild popularization of the most popular U.S. shopping event, Black Friday, in the rest of the world, the holiday shopping season now has an unofficial kickstarter in Europe as well. Originally an American shopping event that marks the end of Thanksgiving Day, Black Friday sees special retailer discounts on a massive scale, online and in brick-and-mortar stores alike. While it has still not caught on on the high street as widely as it has across the Atlantic, European shoppers have by no means been slow to catch up with the frenzy of Black Friday shopping. Today, awareness of and participation in Black Friday and its adjacent Cyber Monday sales have increased enough to make them a commonplace presence in the Christmas shopping journey of European consumers. 48
Holiday season starts with excessive shopping in the U.S.
Number of people who shopped during the Black Friday weekend in the U.S. in 2017 and 2018, by day
Number of people who shopped Thanksgiving weekend in the U.S. from 2017 to 2018, by day (in millions) The Black Friday craze lasts from
Thanksgiving Thursday until the following
Monday, or, as retailers like to call it, Cyber
2017 2018 2019 Monday. According to estimates of the
140 National Retail Foundation, the number of
individuals who shopped over this five-day
120 115.7116.4114.6 period reached over 300 million in 2018.
Number of people in millions
100
78.4 75.8
80 71.3 67.9
66.6 68.7
60
39.6
40 32 35 35.2 33 33.3
20
0
Thursday Black Friday Saturday Sunday Cyber Monday
(Thanksgiving)
Day
Note: United States; October 31 to November 6, 2019; 18 years and older; 7,917 Respondents
Source(s): National Retail Federation; Prosper Insights & Analytics; ID 243501
49 StatistaBlack Friday: a serious business in Europe
UK and Germany spend the most over Black Friday
Black Friday may be a U.S. phenomenon, Total value of sales during Black Friday and Cyber Monday in selected European countries in 2018
but European consumers warmed to the with a forecast for 2019 (in million GBP)
shopping craze in no time. Unlike the U.S.,
where brick-and-mortar stores see some of 2018 2019
the most overwhelming images of 9000
consumers racing to grab the top bargains,
Black Friday is predominantly an online 8000
affair in Europe. In fact, the DACH region's
7000
own mega sales event, "Black Friday Sale",
Spending in million GBP
is dedicated purely to sales offered by 6000
online retailers. This Europeanized version
of Black Friday greets shoppers on its 5000
websites with impatient displays of the 4000
countdown to the year's biggest day of
flash sales. 3000
2000
1000
0
UK Germany France Italy Spain Netherlands Belgium
Note: Europe; 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1075269
50 StatistaBlack Friday consumer budget in European countries
Expected spend per person during Black Friday in selected countries in Europe in 2018
Average spend per person in euros
0 50 100 150 200 250 300 350 400
United Kingdom 346
Ireland 300
Austria 234
Finland 221
Germany 211
Greece 206
Slovakia 203
Italy 185
Portugal 179
Spain 173
Russia 118
Turkey 84
Note: Europe; 2018; 12,000 Respondents
Source(s): Picodi; ID 934968
51 StatistaBlack Friday discount rates in Europe
Average discount rate offered by stores during Black Friday in selected European countries in 2018
Average discount rate
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
United Kingdom 63%
Germany 53%
Austria 51%
Switzerland 51%
Spain 47%
Italy 45%
Sweden 45%
Finland 45%
Note: Europe
Source(s): Picodi; ID 1067993
52 StatistaTrailblazing European retail
Spanish shoppers were the most keen to purchase on Black Friday in 2018
In Europe, the most dizzying Black Friday Percentage change in retail sales on Black Friday and Cyber Monday in Europe in 2018, by country
in 2018 took place in Spain, where retail
sales saw the biggest spike. According to
data analyzed by commerce marketing Black Friday Cyber Monday
company Criteo, major European countries
401%
felt the impact of both Black Friday and 387%
Cyber Monday in retail transactions to
enormous degrees - varying from an 332%
Sales transactions growth
increase of 156 to over 400 percent. 282% 279% 277%
163% 152% 156%
137%
114% 104%
90%
54%
Spain Sweden United Netherlands France Switzerland Germany
Kingdom
Note: Europe; October 2018 to November 2018; all retail.
Source(s): Criteo; ID 1065500
53 StatistaMost purchased products on Black Friday
Consumer electronics attract the most attention from shoppers
Sales index of most purchased retail products purchased in the EMEA region during Black Friday in 2018, by category The most purchased product
categories during Black
Friday suggest that
400 373
consumers hunted for
350 333
317 307 bargains on pricier items -
300 and retailers obliged. In
Sales index
250 2018, Black Friday shoppers
200 spoiled themselves with
141 136 consumer electronics and
150
luxury purchases.
100
50
0
Note: Europe; 2018; all retail.
Source(s): Criteo; ID 1067876
54 StatistaIt's not just tech that has its big day on Black Friday
Fashion and luxury sales went through the roof in Spain and the UK
Percentage change in retail sales of fashion and luxury items on Black Friday in Europe in 2018, by country When consumers were not
looking to replace their
Smart TVs or upgrade to a
Retail sales growth
new virtual assistant, they
0.0% 50.0% 100.0% 150.0% 200.0% 250.0% 300.0% 350.0% 400.0% 450.0% were renewing their
wardrobes with fashion
Spain 471% and luxury items. In major
European countries, the
United Kingdom 437% number of transactions in
this category saw an
Sweden 406% increase of over 200
percent compared to the
Netherlands 328% four-week period before
Black Friday.
France 290%
Switzerland 243%
Germany 206%
Note: Europe; October 2018 to November 2018; all retail
Source(s): Criteo; ID 1059763
55 StatistaBlack Friday and Christmas: perfect together Consumers drawn to the lure of Black Friday for their Christmas shopping Unlike in the U.S., there is no definitive date that officially marks the beginning of the holiday season in Europe. Indeed, it is more than likely to see supermarkets stacking festive products against the backdrop of merry tunes annoyingly early in the season. But it is possible to say that with the transformation of Black Friday and Cyber Monday from an American shopping indulgence to a global event, traditional shopping timelines and preferences of European consumers have shifted. This was true to the degree that, ditching Boxing Day and pre- Christmas sales, consumer surveys showed that UK consumers picked Black Friday as their preferred shopping day. German consumers were partial to Black Friday as well, but not without showing some degree of indifference to any form of shopping event first. A survey conducted by Periscope Solutions by McKinsey found that if Germans chose to participate at all, Black Friday and Cyber Monday overtook more traditional discount opportunities like pre-Christmas sales. 56
Move aside, Christmas sales
Black Friday is arguably the most popular retail event in Europe
The period between the Daily sales index in the EMEA region during holiday season in 2018, by event
American Thanksgiving
400
weekend and New Years is
nothing short of a series of 345
special shopping events. 350
In Europe, Black Friday
and Cyber Monday saw 300
Daily sales index value
the most concentrated
retail sales activity by far. 250
Cyber Monday and the
freshly-minted shopping 195
200
event "Singles Day" also
triggered greater sales 143
150
activity. 120
106
100 85
71
50
0
Black Friday Cyber Monday Singles Day Boxing Day Halloween Christmas New Years
Note: Europe; 2018; all retail.
Source(s): Criteo; ID 1067834
57 StatistaBlack Friday's imprint on the holiday season: Germany
Main holiday event participation among German consumers
Holiday shopping event participation preferences of consumers in Germany in 2019 A holiday insights study conducted by
Periscope by McKinsey revealed some
interesting conclusions around holiday
42% shopping preferences of consumers. Of
40%
40.0% those consumers surveyed in Germany, 42
percent stated an aversion to any holiday
35.0% shopping event in 2019. If they were
interested, however, Black Friday and
Share of respondents
30.0% Cyber Monday had precedence over pre-
26%
25.0%
Christmas sales.
21%
20.0% 18%
15.0%
10.0%
5.0%
0.0%
I do not Black Friday Cyber Monday Pre-Christmas Cyber Week
participate Sales
Note: Germany; August 2019; 18 years and older; 501 Respondents
Source(s): Periscope; ID 1065456
58 StatistaBlack Friday's imprint on the holiday season: United Kingdom
Main holiday event participation among UK consumers
Holiday shopping event participation preferences of consumers in the United Kingdom (UK) in 2019 When it comes to the UK results, Boxing
Day sales were still seen to be cherished.
In fact, a higher share of consumers
51% preferred Boxing Day shopping to Cyber
50.0% Monday sales. Black Friday still remained
the clear winner with the majority of
consumers planning to participate in the
40.0%
36% event.
Share of respondents
32%
30.0% 27%
22%
20.0%
10.0%
0.0%
Black Friday Boxing Day Sales Pre-Christmas I do not Cyber Monday
Sales participate
Note: United Kingdom; August 2019; 18 years and older; 501 Respondents
Source(s): Periscope; ID 1065433
59 StatistaHoliday shopping timeline in Europe
Christmas shopping gets done between late November and early December
When shoppers begin holiday shopping in selected European countries in 2019, by time of year In the UK, Germany, Sweden, and the
Benelux countries, consumers invariably
concentrated on the first half of December
UK Germany Benelux Sweden to start their holiday shopping. Another peak
time for Christmas shopping was late
November, particularly so with UK and
Share of respondents
German shoppers.
The shopping window in the last two weeks
of November coincides with Black Friday
and Cyber Monday, which again is likely to
create a ripple effect well into December.
The fact that Black Friday is an organized
event marketed globally on a massive scale
makes this shopping phenomenon an
attractive option for the spending masses.
In any case, the convenient blending of
Black Friday with Christmas sales provides
an opportunity for those who like to keep on
top of their Christmas holiday shopping lists.
Note: Europe; December 2018 to January 2019; 4,500 Respondents
Source(s): Episerver; ID 1077857
60 StatistaRecommendations Dossiers Black Friday in the UK Black Friday in the Netherlands Thanksgiving weekend shopping in the U.S. Christmas in Scandinavia Christmas in Sweden Christmas season in the U.S. Holiday season shopping in Canada Statista Consumer Survey Holiday Season & New Year in the UK 2019 Holiday Season & New Year in the U.S. 2019 61 Statista
Sources
British Retail Consortium OECD
Criteo Office for National Statistics (UK)
CRR Periscope
Deloitte Picodi
Episerver Prosper Insights & Analytics
European Commission
Retail Week
Eurostat
Salesforce Research
EY
Statista Survey
Facebook
Statistisches Bundesamt
Ferratum
Valitor
GlobalData
VoucherCodes.co.uk
HDE
Ipsos
KPMG
National Retail Federation
63 StatistaAuthor
Tuğba Şabanoğlu
Expert – Retail & E-commerce Europe
tugba.sabanoglu@statista.com
Tuğba Şabanoğlu is the Statista specialist for research on retail and e-commerce in the United Kingdom and Europe. She is a
graduate of Freie Universität Berlin and holds an M.A. degree in English Studies.
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