Christmas Online Shopping 2016 Report

Online Christmas Shopping 2016An Amárach Briefing

February 2017

In January 2017, Amárach surveyed a representative sample of Irish adults about their Christmas spending and shopping behaviour (i.e.: December 2016).

The survey replicated one conducted in January 2014 about Christmas 2013 shopping. We have also included trend data on online spending by Irish consumers from our PlanR market intelligence database.

This report summarizes the main findings and trends from the survey.

Image cred: technofaq

Christmas Shopping

4

Q. Did you purchase any gifts online for yourself or others in the run up to Christmas just gone?

Two thirds of Irish people did their Christmas shopping online in 2016, up from 2013

65% 61%

35%39%

2016 2013

Yes No

5

Q. Did you purchase any gifts online for yourself or others in the run up to Christmas just gone?

Women, 25-44 year olds, and the ABC1 social class were more likely to do their Christmas shopping online than other groups

65% 61% 68% 68% 71% 73% 66%51%

68% 61%

35% 39% 32% 32% 29% 27% 34%49%

32% 39%

All IrishAdults

Male Female 15-24 25-34 35-44 45-54 55+ ABC1 C2DE

Yes No

6

Q. How much did you spend on gifts purchased offline at Christmas?

Average online Christmas shopping spend rose by 20% between 2013 and 2016, while the value of spending rose by 30% to €615 million during Christmas 2016

€219

€264

€0

€50

€100

€150

€200

€250

€300

Christmas2013

Christmas2016

Average Online Spend per Christmas Shopper

€470

€615

€0

€100

€200

€300

€400

€500

€600

€700

Christmas2013

Christmas2016

Value of Online Spending € million all shoppers

7

Q. How much have you spent online on any goods or products or services in the past month? Please include online subscriptions such as Netflix, Spotify, News subscriptions etc.

Average monthly online spend has been rising steadily (with seasonal patterns emerging) since we began tracking it in 2014 (source: getPlanR.com)

8

Q. Compared to this time last year, would you say you spent more, the same, or less money when Christmas shopping online this year?

4 in 10 spent more online in Christmas 2016 than Christmas 2015

42%39%

19%

Spent more Same Spent less

9

16-24 year olds have seen the biggest increase versus the previous year

42% 42% 43% 50% 43% 43% 44%32%

44% 41%

39% 41% 37%31% 40% 43% 40%

40%

41%37%

19% 17% 20% 19% 17% 14% 16%27%

15% 22%

Purchasedonline

Male Female 15-24 25-34 35-44 45-54 55+ ABC1 C2DE

Spent more Same Spent less

Q. Compared to this time last year, would you say you spent more, the same, or less money when Christmas shopping online this year?

10

Q. What were your main drivers for shopping online this Christmas?

Convenience and value were the main online Christmas shopping drivers

64%

52% 51% 50%

41%

24%

Ease of shopping from home Greater savings or deals online

Avoiding the crowds Better range online

Free delivery The value of sterling against the euro

Post ChristmasShopping

12

Q. How much of your post-Christmas (starting Christmas day) sales shopping did you do online?

Over a third of Irish people did at least some post Christmas sales shopping online.

5%

11%

20%

33% 31%

All online Mostly online Some online None online Didn’t shop in sales

13

The Over 55s are the least likely to do post Christmas shopping online

5% 3% 6% 9% 5% 4% 5% 1% 5% 4%11% 13% 10%

17%16% 14% 8%

4%13% 9%

20% 20% 21%

21% 28%20%

18%16%

19% 22%

33% 34% 32%

31% 22%30%

31% 44%

32% 33%

31% 31% 31%22% 29% 31% 37% 35% 31% 31%

All IrishAdults

Male Female 15-24 25-34 35-44 45-54 55+ ABC1 C2DE

All online Mostly online Some online None online Didn’t shop

Q. How much of your post-Christmas (starting Christmas day) sales shopping did you do online?

Purchases and Delivery

15

Q. What types of products did you buy online before or after Christmas?

Clothing and footwear is the most popular of the top ten products bought online

60%

28% 28% 24% 23% 21% 18% 16% 13% 12% 11%

Clothing or Footwear Toys or baby products Beauty or Cosmetics

Electronic goods Books or Magazines Jewellery or accessories

Electrical goods Flights or holidays Sports or Outdoor

Music or CDs Groceries

16

Q. After ordering online before or after Christmas where did you have your purchase(s) delivered to?

The vast majority (82%) get their online purchases delivered to their home but 15% use designated collection points like Parcel Motel or An Post Address Pal

82%

15% 14%6% 5% 3% 3%

Home

Collection point

Work

Direct to intended

Friend

Neighbour

Other

17

Q. Were you offered free delivery on your online Christmas purchases?

Over half of those who shopped online were offered free delivery on all or the majority of their purchases

27% 28% 27%

19%

Yes, on all items Yes, on majority Yes, only some No

18

Q. Roughly what proportion of the Christmas gifts you bought online were from websites/sellers outside Ireland, what proportion in Ireland?

Most of the online Christmas shopping expenditure was on overseas websites

Websites outside Ireland

57%

Irish Websites

43%

19

Females are more likely than males to purchase form websites/sellers in Ireland

43% 39% 46% 43% 45% 41% 42% 42% 43% 43%

57% 60% 53% 58% 54% 59% 55% 57% 57% 56%

Purchasedonline

Male Female 15-24 25-34 35-44 45-54 55+ ABC1 C2DE

In Ireland Outside Ireland

Q. Roughly what proportion of the Christmas gifts you bought online were from websites/sellers outside Ireland, what proportion in Ireland?

20

On average, males get the lowest number of gifts delivered to their homes before Christmas.

8

6

8 8 8 89

7 78

Purchasedonline

Male Female 15-24 25-34 35-44 45-54 55+ ABC1 C2DE

Q. Approximately how many gifts you ordered online were delivered to your home in the weeks before Christmas?

Online shopping looks set to continue its rise into 2017 and beyond.

Growing delivery options have made online shopping even easier than before.

We forecast that onlineChristmas shopping will break through the €1 billion level in2018/2019.

Trends Report

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