Sweden: Christmas gift shopping online 2016-2023| ��ƽ��

Consumers planning to do their Christmas gift shopping online in Sweden from 2016 to 2023

Characteristic	Yes	No	Do not know / Have not decided yet
2016	51%	19%	29%
2017	57%	16%	27%
2018	58%	20%	22%
2019	54%	24%	22%
2020	62%	25%	13%
2021	63%	23%	15%
2022	73%	14%	13%
2023*	66%	-	-

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Release date

December 2023

More information

Region

Sweden

Survey time period

December 2023

Number of respondents

2,000 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?"
The consumer surveys were conducted online with 2,000 respondents in Sweden taking part in the 2023 iteration. The respondents are representative of the distribution in the country in terms of gender, age, and geography.

*Source only provided percentage of consumers who would buy their christmas presents online in 2023 report.

Citation formats

66 percent of Swedish consumers were planning to buy Christmas gifts online in 2023. The share of respondents in three consecutive yearly surveys who stated they would purchase gifts for the holidays online has increased over the time period recorded, from just over half in 2016 to almost three-quarters in 2022. Around 2,000 Swedes were asked whether they were planning on purchasing more Christmas gifts online in 2021 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.