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CHRISTMAS SHOPPING IN
EUROPESTATISTA DOSSIERPLUS ON CHRISTMAS SHOPPING IN
EUROPE
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.
Statista wishes a Merry Christmas
Table of contents
Statista2
01 European Christmas overview
◾ Christmas retail trade in Europe
◾ Champions of Christmas retail
The European (Christmas) consumer
◾ The European consumer in the
European economy
◾ Christmas spending
02
A tale of two channels
◾ Online retail in Europe
◾ Online Christmas spending
Christmas comes early: the Black
Friday effect in Europe
◾ Black Friday and Cyber Week
in Europe
◾ Black Friday retail sales
03
04
4
Festive Facts
2.8 billion
revenues generated from
Christmas Lotto “El Gordo -
The Fatty One”
Spain
Sweden
10million litres
of Beer & Christmas beer
sold in Systembolaget
stores during Christmas
week in 2018
Denmark
2.9thousand
Christmas tree farms
as of 2019
The
Netherlands
311million €
online revenues during
Sinterklaas in 2018
Germany
145million
chocolate Santas
produced
in 2018
China
117thousand tons
of Christmas decorations
supplied into the EU
Italy
29thousand tons
of Panettone produced
United
Kingdom
6.8 billion
Christmas ad
spend value in 2019
European Christmas overview
▪ Christmas retail trade in Europe
▪ Champions of Christmas retail
01
It’s the most wonderful time of the year
And certainly the busiest, at least for shoppers and retailers. The
so-called Golden Quarter is already in full throttle, Christmas is
just around the corner, and shopping deadlines are looming
closer. From food to consumer goods, electronics to
entertainment, retailers in many categories brace themselves for
the surge of shoppers flocking to high streets and online
marketplaces. Consumers themselves get savvy with their
budgets, wishing for a fine balance between generous giving
and smart spending.
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.
Yet Christmas will always be Christmas, meaning shopping lists
will always need to be sorted, consumers will always be out in
full force on the hunt for the season’s best deals for family and
friends, and businesses will roll out their festive strategies to get
the best of the spending rush. To put the festive spirit in a
consumer perspective, this Statista DossierPlus lays out the
Christmas landscape in Europe, tracing developments in retail
during the last quarter of the year and offering a snapshot of
consumer spending habits and trends.
Statista5
Christmas retail most extravagant in the UK and Germany Europe's biggest five economies have the highest Christmas spending numbers
79.72
68.57
60.15
37.88
24.05
11.789.04
0
10
20
30
40
50
60
70
80
90
UnitedKingdom
Germany France Italy Spain Netherlands Belgium
Sa
les in b
illio
n G
BP
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
year definitely mark a heightened period of
spending activity in Europe's Christmas
retail landscape. Yet it is fair to say that not
every country takes Christmas season
shopping as seriously as the United
Kingdom. The country's Christmas retail
spending in 2018 exceeded those of Italy,
Spain and the Netherlands combined.
Germany's retail sector provides another
set of high numbers during this period. With
a retail spending just shy of 70 billion
British pounds, or a solid 80 billion euros,
Germany has the second biggest
Christmas retail business in Europe.
6 Statista
Note: EU; 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1063481
Christmas spending development in Europe since 2017Christmas spend stalls in the UK, Spain expected to make the biggest leap this Christmas
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
Pe
rcen
tage
gro
wth
in s
pe
nd
ing
2017 2018 2019
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
kings of Christmas retail spending, the
United Kingdom and Germany, are not
expected to perform any Christmas
miracles, with the former stalling at a
minuscule 0.8 percent growth. Instead, a
boost of about two percent is forecasted for
both Spain and the Netherlands.
7 Statista
Note: EU; 2017 to 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1063395
Spotlight: United KingdomChristmas 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
UK retail peaks in DecemberNot surprisingly, November and December see the most retail activity
Dec 1
4Ja
n 1
5F
eb 1
5M
ar
15
Apr
15
Ma
y 1
5Ju
n 1
5Ju
l 15
Aug
15
Sep
15
Oct 1
5N
ov 1
5D
ec 1
5Ja
n 1
6F
eb 1
6M
ar
16
Apr
16
Ma
y 1
6Ju
n 1
6Ju
l 16
Aug
16
Sep
16
Oct 1
6N
ov 1
6D
ec 1
6Ja
n 1
7F
eb 1
7M
ar
17
Apr
17
Ma
y 1
7Ju
n 1
7Ju
l 17
Aug
17
Sep
17
Oct 1
7N
ov 1
7D
ec 1
7Ja
n 1
8F
eb 1
8M
ar
18
Apr
18
Ma
y 1
8Ju
n 1
8Ju
l 18
Aug
18
Sep
18
Oct 1
8N
ov 1
8D
ec 1
8Ja
n 1
9F
eb 1
9M
ar
19
Apr
19
Ma
y 1
9Ju
n 1
9Ju
ly 1
9A
ug
19
Sep
19
Oct 1
9
Reta
il sa
les v
alu
e in
mill
ion
GB
P
9 Statista
Note: United Kingdom (Great Britain); December 2014 to October 2019
Source(s): Office for National Statistics (UK); ID 287878
UK Christmas retail isn't what it used to beSales have yet to reach the level of 2016 growth rates
-5.0%
-4.0%
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
Mar16
Jun16
Sep16
Nov16
Dec16
Mar17
Jun17
Sep17
Nov17
Dec17
Mar18
Jun18
Sep18
Nov18
Dec18
Mar19
Jun19
Sep19
Nov19
Pe
rcen
tage
ch
an
ge
in r
eta
il sa
les
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
is an impressive enough figure, this
proportion was the lowest the UK had had
over the past three years. In fact, since
2016, Christmas retail in the UK has not
had much reason to be merry. As reported
jointly by the British Retail Consortium and
KPMG, the total value of retail sales
flattened out in the 2018 Christmas season
and saw no growth compared to the
previous year.
10 Statista
Note: United Kingdom; January 2016 to November 2019
Source(s): KPMG; British Retail Consortium; ID 535015
Not all retail is equal in the eyes of ChristmasFood and grocery retail is the clear winner of Christmas spending
1.5%1.4%
1.5%
2.3%
3.6%
1.5%
2%
2.5%
1.6%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
Total retail Food and grocery retail Non-food retail
Pe
rcen
tage
gro
wth
(ye
ar-
on
-ye
ar)
Q4 2016 Q4 2017 Q4 2018
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
Christmas sales
purchases, more than any
other retail category, food
and grocery sales get the
biggest boost during the
season. In the UK, grocery
retail saw the greatest
growth of the past three
years in the last quarter of
2018.
11 Statista
Note: United Kingdom; Q4 2016 to Q4 2018
Source(s): GlobalData; ID 789888
Spotlight: GermanyChristmas 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 markRetail revenue of the Christmas trading period in Germany from 2005 to 2018, with a forecast for 2019
82.2 83.580.3 80.5 78.7
81.1 82.7 82.9 84.3 85
90.694.7
98.3 99.4102.4
0
20
40
60
80
100
120
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Reve
nu
e in b
illio
n e
uro
s
13 Statista
Note: Germany; 2005 to 2018
Source(s): Statistisches Bundesamt; HDE; ID 1064307
Nussknacker cracks Christmas salesToys continue to be seasonal gifts
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Total retail
Toys
Household items not mentioned elsewhere
Ceramic and glass products
Books
Consumer electronics
Watches and jewelry
Music instruments and supplies
Electrical household appliances
Clothing
Antiques and antique carpets
Cosmetics and body care products
Bakery products and confectionery
Magazines and newspapers
2018 2016 2014
Share of Christmas trade in annual sales in selected retail sectors in Germany from 2014 to 2018
Sales share
A detailed category
breakdown of retail sales
during the Christmas
trading period shows that a
quarter of all toys in
Germany are sold during
the Christmas season. In
fact, for many other
categories such as
ceramic products and
glassware as well, the
impact of Christmas in
purchases was clearly
discernable.
14 Statista
Note: Germany; 2014 to 2018
Source(s): Statistisches Bundesamt; ID 1067444
The European (Christmas) consumer
▪ The European consumer in the European
economy
▪ Christmas spending
02
The European consumer in the European economyConsumers 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 economiesGross domestic product (GDP) of the leading 10 European countries in 2018
3,386
2,390.19
2,348.99
1,753.95
1,206.88
772.69
597.31
496.63
467.01
450.58
0 500 1000 1500 2000 2500 3000 3500 4000
Germany
United Kingdom
France
Italy
Spain
Netherlands
Switzerland
Poland
Sweden
Belgium
GDP in billion euros
17 Statista
Note: Europe; 2018
Source(s): Eurostat; ID 1078628
Consumer confidence is particularly low in the United KingdomConsumer Confidence Index in a selection of European countries 2017 to 2019
98.0
99.0
100.0
101.0
102.0
103.0
104.0
Jun '17 Sep '17 Dec '17 Mar '18 Jun '18 Sep '18 Dec '18 Mar '19 Jun '19 Sep '19
Con
su
me
r C
on
fide
nce
In
de
x
Belgium France Germany Austria Switzerland Netherlands
Luxembourg Spain Italy United Kingdom Denmark Sweden
18 Statista
Note: Europe; June 2017 to September 2019
Source(s): OECD; ID 686252
2019 stable, 2020 to bring a brighter outlookGrowth in GDP and private consumption in the EU
-0.1%
1.2%
2.1%2.4%
2%1.6% 1.6% 1.7%
-1.0%
0.0%
1.0%
2.0%
3.0%
2013 2014 2015 2016 2017 2018 2019 2020
Rea
l a
nn
ua
l p
erc
en
tage
ch
an
ge
Average growth rate of private consumption in the European Union (EU) from 2013 to 2017, with a forecast to 2020
0.3%
1.8%
2.3%2%
2.5%
2%
1.4%1.6%
0.0%
1.0%
2.0%
3.0%
2013 2014 2015 2016 2017 2018 2019 2020
Rea
l a
nn
ua
l p
erc
en
tage
ch
an
ge
Average growth rate of gross domestic product (GDP) in the European Union (EU) from 2013 to 2017, with a forecast to 2020
2019
forecasts
were not
overwhelming
in terms of
GDP growth
and private
consumption
in the EU. On
both fronts,
the outlook for
2020 was
more
optimistic.
19 Statista
(1) Note: EU; 2013 to 2017
Source(s): European Commission; ID 1067611
(2) Note: EU; 2013 to 2017
Source(s): European Commission; ID 1070317
Household 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 feastingChristmas budget composition in Europe from 2018 to 2019, by category
189 193
127 131
49 51
8186
0
50
100
150
200
250
2018 2019
Ave
rage
co
nsu
me
r sp
en
d in e
uro
s
Gifts Food and Drink Socializing Travel
21 Statista
Note: Europe; September 16, 2019 to October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 1064151
Europe's Christmas budgetAverage budget for Christmas celebrations in Europe 2019, by country
639
554
549
488
460
387
367
352
341
0 100 200 300 400 500 600 700
UK
Spain
Italy
Germany
European average
Portugal
Russia
Poland
Netherlands
Average estimated spend on Christmas celebrations in selected countries in Europe in 2019 (in euros)
Average expenditure in euros
Budget estimations of
consumers in four of the
biggest economies in
Europe - Germany, the
UK, Spain and Italy -
deemed these countries
the most generous this
Christmas season. In
comparison, Dutch
consumers expected to
spend below the European
average of 460 euros for
their holiday expenses.
22 Statista
Note: Europe; September 16, 2019 to October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 475509
Europe's biggest Christmas spenderBritish consumers push the boat out for festive spending
294 299
146 143
68 6351
62
0
50
100
150
200
250
300
350
2018 2019*
Ave
rage
exp
en
ditu
re in
GB
P
Gifts Food and Drink Socializing Travel
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
567 British pounds (or 639
euros), the largest
Christmas budget in
Western Europe, upping
the previous year by 1.3
percent.
23 Statista
Note: United Kingdom; September 16, 2019 to October 11, 2019; 18 - 65 years; 803 Respondents; UK adults
Source(s): Deloitte; ID 786555
Italy and SpainThe Mediterranean Christmas budget
221
140116
72
0
50
100
150
200
250
Gifts Food Socializing Traveling
Exp
en
ditu
re in e
uro
s
Estimated Christmas shopping expenditure in Italy in 2019, by category (in euros)
238
173
7964
0
50
100
150
200
250
Gifts Food Socializing Travel
Exp
en
ditu
re in e
uro
s
Estimated Christmas holiday expenditure in Spain in 2019, by category (in euros)
After the UK,
Spain and
Italy are
estimated to
have the two
next biggest
Christmas
budgets this
year.
24 Statista
(1) Note: Italy; September 16 to October 11, 2019; 14-65 years; 976 Respondents
Source(s): Deloitte; ID 646476
(2) Note: Spain; September 16 to October 11, 2019; 18-65 years; 1,107 Respondents
Source(s): Deloitte; ID 1067500
Germany and the NetherlandsAverage Christmas budget estimations
217
116103
51
0
50
100
150
200
250
Gifts Food Travel Going out
Exp
en
ditu
re in e
uro
s
Estimated Christmas spending in Germany in 2019, by category (in euros)
122109
78
32
0
20
40
60
80
100
120
140
Gifts Food Travel Socializing
Exp
en
ditu
re in e
uro
s
Estimated holiday season expenditure in the Netherlands in 2019, by category (in euros)
Germany's
Christmas
trading period
displays high
flying
numbers, but
personal
budget
estimations of
consumers
placed
Germany
behind Italy,
Spain and the
UK.
25 Statista
(1) Note: Germany; October 2019; 978 Respondents
Source(s): Deloitte; ID 1069430
(2) Note: Netherlands; September 16, 2019 to October 11, 2019; 18-65 years; 937
Respondents
Source(s): Deloitte; ID 784797
Nordics Christmas budget: DenmarkTop-5 Christmas expenses in 2018
26%
14% 14%
12%
6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Shopping Travel abroad Sports and recreation Children's winteractivities
Sports events
Sh
are
of e
xp
en
se
s
Christmas expenses in Denmark in 2018, by type Scandinavian consumers'
spending habits during the
Christmas season varied
from country to country.
According the 2018 results
of the Christmas Barometer
conducted by the Helsinki-
based digital financial
services provider Ferratum
Group, Danish consumers
expected one quarter of
their expenses to be on
shopping activities.
26 Statista
Note: Denmark; December 2018 ; Over 23,000 households from 19 countries
Source(s): Ferratum; ID 1072678
Nordics Christmas budget: Sweden and NorwayClothes, games, gadgets: top Christmas expenses
13%
12%
11%
9% 9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Sh
are
of e
xp
en
se
s
Christmas expenses in Sweden in 2019, by type
17%
14%
11%
7%6%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
Sh
are
of e
xp
en
se
s
Christmas expenses in Norway in 2019, by type The 2019
results of the
same survey
revealed
slightly
differing
results for
Sweden and
Norway.
27 Statista
(1) Note: Sweden; November 2019; Over 31,000 households from 14 countries; Top 5
Source(s): Ferratum; ID 1072697
(2) Note: Norway; November 2019; Over 31,000 households from 14 countries; Top 5
Source(s): Ferratum; ID 1072691
A tale of two channels
▪ Online retail in Europe
▪ Online Christmas spending
03
Christmas is more online than everE-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 offlineAverage budget in Europe from 2018 to 2019, by channel
128134
268275
0
50
100
150
200
250
300
2018 2019
Ave
rage
co
nsu
me
r sp
en
d in G
BP
Online Offline
30 Statista
Note: Europe; September 16, 2019 and October 11, 2019; 18-65 years; 7,190 Respondents
Source(s): Deloitte; ID 1067428
The Big Six of online retail UK plants the flag in online retail in Europe
0
10
20
30
40
50
60
70
80
UK Germany France Spain Italy Netherlands
Va
lue
in b
illio
n B
ritish
po
un
ds.
2016 2017 2018 2019
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
already gone up from 4.8 percent to
roughly 9 percent between 2012 and 2018.
In some mature e-commerce markets like
the UK, Germany and France, this share is
forecast to go over the 10 percent mark in
2019.
2019 forecasts for the sales value of online
retail indicate impressive numbers across
Europe. The Centre for Retail Research
estimates a value of between roughly 9
billion British pounds in the Netherlands
and 76 billion British pounds in the United
Kingdom.
31 Statista
Note: Europe; excluding travel, restaurants, tickets, transport.
Source(s): CRR; VoucherCodes.co.uk; ID 921453
Small 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%
10.9%
9.9%
5.4%
3.9%
10.8%
UK Germany France Netherlands Spain Italy European average
Incre
ase
in o
nlin
e s
ale
s
32 Statista
Note: Europe; 2018
Source(s): CRR; ID 795571
Holiday shopping expectations are online in EuropeItalian and Spanish consumers most keen to buy from online marketplaces
78%
62% 61%
56%54%
51%49%
41%
Italy Spain France Belgium Nordics UK/Ireland Germany Netherlands
Sh
are
of re
sp
on
de
nts
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
Spain showed the most
interest in online
marketplaces this holiday
season.
33 Statista
Note: Europe; June 2019; 4,007 Respondents
Source(s): Salesforce Research; ID 1066662
... and mobile Less popular than online shopping, but mobile shopping apps are getting there
69%67%
57%53% 53%
49%46% 46%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Italy Spain Belgium France Nordics Netherlands UK/Ireland Germany
Sh
are
of re
sp
on
de
nts
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
app, is gaining more
traction with consumers.
For Christmas shoppers as
well, mobile apps were an
attractive option across
Europe.
34 Statista
Note: Europe; June 2019; 4,007 Respondents
Source(s): Salesforce Research; ID 1066732
High streets: UK's beloved for Christmas shoppingPreferred Christmas shopping locations in the UK 2018
28%
21%
20%
15%
8%
6%
2%
2%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
On the high street
In a shopping center
On a retailer's website on a PC
On a marketplace (such as Amazon or eBay)
At a retail park
On a retailer's website on a mobile phone
Through a retailer's mobile app
At a discount village
Where will you be doing most of your shopping this Christmas?
Share of respondents
UK shoppers do not love online less, but
high street shopping more. At least when it
comes to Christmas shopping. While a mix
of channels such as mobile apps and
retailer websites were not off the table for
UK Christmas shoppers, high streets and
shopping centers trumped all other options.
In a 2018 consumer survey commissioned
by one of the UK's leading retail industry
publications Retail Week, pure-play
marketplaces such as Amazon and eBay
were revealed to be popular destinations
for only 15 percent of Christmas shoppers.
35 Statista
Note: United Kingdom; 2018; 2000 Respondents; UK consumers
Source(s): Retail Week; Valitor; ID 946863
Online brings a breath of fresh air to UK Christmas retailStore sales stall, online charges on in the UK
22.825.11
55.89 54.61
0
10
20
30
40
50
60
2017 2018
Sa
les v
alu
e in
bill
ion
GB
P
Online Store-based
Online and store-based retail sales during Christmas season in the United Kingdom (UK) from 2017 to 2018 (in billion GBP)High street shopping and
spending in physical stores
make up the backbone of
Christmas retail. Yet, the
pace with which online is
keeping up hints at many
more digital Christmases
to come. Between the two
Christmases in 2017 and
2018, store-based sales in
the UK regressed by 2.3
percent, whereas online
sales made a solid 10
percent progress.
36 Statista
Note: United Kingdom; 2017 to 2018
Source(s): CRR; ID 1063630
What are UK holiday shoppers buying online and offline?Books and gadgets are the two fixtures on online holiday shopping lists
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0%
Beauty & fragrances
Car
Clothing
Consumer electronics
Furniture
Gift cards
Grocery / Beverages
Home furnishings
Kitchen appliances
Movies / Books /Music
Travel
Toys
Other
Offline Online
Product categories on which holiday shoppers plan spending in the United Kingdom (UK) 2019, by channel
Share of respondents
This Christmas season,
online shopping plans of
UK consumers favored
items such as books and
electronics over other retail
consumption. A consumer
survey from Periscope by
McKinsey confirmed a
common resistance
associated with otherwise
rampant online shopping:
UK shoppers still planned
to do their household
shopping for food and
groceries mostly offline in
the 2019 holiday season.
37 Statista
Note: United Kingdom; August 2019; 501 Respondents
Source(s): Periscope; ID 1074935
German shoppers stick to the shops...but with less loyalty over the years
75%71%
68%
53%
11%9%
12%
21%
14%
20% 20%
26%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
2015 2016 2017 2018
Sh
are
of re
sp
on
de
nts
Preferably at local retailers Preferably online No preference
Do you prefer buying Christmas presents online or at local retailers? Annual Christmas surveys
published by Ernst &
Young reveal that German
shoppers' loyalty towards
physical stores is
diminishing. Shoppers no
longer depend entirely on
town centres, department
stores and supermarkets
for their Christmas
shopping as online
channels provide better
prices, increased variety,
and availability - important
factors that drive the
Christmas gift shopping
process.
38 Statista
Note: Germany; October 2015 to 2018; 18 years and older; 1,000 Respondents
Source(s): EY; ID 1069252
Online is the way to go for consumer electronics purchasesLeading product categories that German shoppers prefer to buy online as of 2019
62%
59%
52%
52%
51%
49%
43%
39%
36%
33%
27%
25%
21%
8%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Consumer electronics (CDs, DVDs, BluRays, etc.)
Books and e-books
Computer and computer accessories
Travel
Gift cards
Smartphones, tablets and related accesories
Games, toys, dolls, etc.
Household items
Clothing, textile, footwear
Cosmetics, perfumes, personal care products
Jewelry and watches
Decoration articles
Furniture
Food and beverages
Which Christmas gifts do you prefer buying online rather than at retailer stores?
Share of respondents
According to Statista's
2019 Holiday Season &
New Year survey, German
consumers have a clear
notion of what to purchase
from the web rather than
the shop. Similar to UK
shoppers, German
consumers are also most
open to buying electronics
online rather than offline.
39 Statista
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
Just browsingOnline 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-storeOnline plays a greater role in researching for Christmas gifts in the UK
70% 70%
22%
27%
13%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
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
sources and physical stores for ideas and
inspirations equally on their holiday
shopping quest. True multichannel
browsers, UK shoppers were more likely to
utilize online when choosing and
purchasing gifts compared to all those
surveyed across the EMEA region.
41 Statista
Note: United Kingdom; 2018; 18 years and older; 1,501 Respondents
Source(s): Facebook; Ipsos; ID 1076500
Germany and the NetherlandsInspiration and discovery channels for Christmas purchases
53%
61%
24%
17%
11%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Germany in 2018
52%
66%
28%
21%
11%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Netherlands in 2018 Physical
stores were
still relevant
for German
consumers
not only when
they were
making their
Christmas
purchases,
but also when
they were
looking for gift
ideas and
inspirations.
The same
went for Dutch
shoppers.
42 Statista
(1) Note: Germany; 2018; 18 years and older; 1,502 Respondents
Source(s): Facebook; Ipsos; ID 1076522
(2) Note: Netherlands; 2018 ; 18 years and older; 1,500 Respondents
Source(s): Ipsos; Facebook; ID 1076562
Italy and SpainInspiration and discovery channels for Christmas purchases
65%69%
15%19%
13%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Italy in 2018
66%
71%
15%
30%
14%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Spain in 2018 For shoppers
in Italy and
Spain, digital
sources
carried more
weight than
they did for
Dutch and
German
consumers.
43 Statista
(1) Note: Italy; 2018; 18 years and older; 1,501 Respondents
Source(s): Facebook; Ipsos; ID 1067822
(2) Note: Spain; 2018; 18 years and older; 1,503 Respondents
Source(s): Facebook; Ipsos; ID 1076659
Denmark and SwedenInspiration and discovery channels for Christmas purchases
56%58%
22%
16%
8%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Denmark in 2018
57%
52%
25%
16%
11%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Online In store Print TV Outdoor
Sh
are
of re
sp
on
de
nts
Holiday gift inspiration and discovery channels in Sweden in 2018 Among those
surveyed in
Facebook's
Holiday Study,
Sweden was
the only other
country (after
the UK),
where
shoppers
utilized online
channels
more than any
other
conventional
sources.
44 Statista
(1) Note: Denmark; 2018; 18 years and older; 1,500 Respondents
Source(s): Ipsos; Facebook; ID 1068018
(2) Note: Sweden; 2018; 18 years and older; 1,500 Respondents
Source(s): Facebook; Ipsos; ID 1076922
What 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
47
What does the Christmas shopper want online?
Access to
customer
reviews
Austria
74%
Germany
Home
delivery
80%
UK
Low
cost delivery
79%
Italy
Price
comparison
60%
Netherlands
Access to
customer
reviews
62%
Sweden
Fast
delivery
65%
Norway
75%
Broad return
deadline
Denmark
78%
Fast
delivery
Christmas comes early: the Black
Friday effect in Europe
▪ Black Friday and Cyber Week in Europe
▪ Black Friday retail sales
04
Black Friday in EuropeConsumers 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
32
115.7
71.3
35.2
78.4
35
116.4
67.9
33
75.8
39.6
114.6
66.6
33.3
68.7
0
20
40
60
80
100
120
140
Thursday(Thanksgiving)
Black Friday Saturday Sunday Cyber Monday
Num
be
r o
f p
eo
ple
in m
illio
ns
Day
2017 2018 2019
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
Monday. According to estimates of the
National Retail Foundation, the number of
individuals who shopped over this five-day
period reached over 300 million in 2018.
49 Statista
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
Black Friday: a serious business in EuropeUK and Germany spend the most over Black Friday
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
UK Germany France Italy Spain Netherlands Belgium
Sp
en
din
g in m
illio
n G
BP
2018 2019
Total value of sales during Black Friday and Cyber Monday in selected European countries in 2018
with a forecast for 2019 (in million GBP)Black Friday may be a U.S. phenomenon,
but European consumers warmed to the
shopping craze in no time. Unlike the U.S.,
where brick-and-mortar stores see some of
the most overwhelming images of
consumers racing to grab the top bargains,
Black Friday is predominantly an online
affair in Europe. In fact, the DACH region's
own mega sales event, "Black Friday Sale",
is dedicated purely to sales offered by
online retailers. This Europeanized version
of Black Friday greets shoppers on its
websites with impatient displays of the
countdown to the year's biggest day of
flash sales.
50 Statista
Note: Europe; 2018
Source(s): VoucherCodes.co.uk; CRR; ID 1075269
Black Friday consumer budget in European countriesExpected spend per person during Black Friday in selected countries in Europe in 2018
346
300
234
221
211
206
203
185
179
173
118
84
0 50 100 150 200 250 300 350 400
United Kingdom
Ireland
Austria
Finland
Germany
Greece
Slovakia
Italy
Portugal
Spain
Russia
Turkey
Average spend per person in euros
51 Statista
Note: Europe; 2018; 12,000 Respondents
Source(s): Picodi; ID 934968
Black Friday discount rates in EuropeAverage discount rate offered by stores during Black Friday in selected European countries in 2018
63%
53%
51%
51%
47%
45%
45%
45%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
United Kingdom
Germany
Austria
Switzerland
Spain
Italy
Sweden
Finland
Average discount rate
52 Statista
Note: Europe
Source(s): Picodi; ID 1067993
Trailblazing European retailSpanish shoppers were the most keen to purchase on Black Friday in 2018
401%387%
332%
282% 279% 277%
156%163%
90%
152%
114%137%
104%
54%
Spain Sweden UnitedKingdom
Netherlands France Switzerland Germany
Sa
les tra
nsa
ctio
ns g
row
th
Black Friday Cyber Monday
Percentage change in retail sales on Black Friday and Cyber Monday in Europe in 2018, by countryIn Europe, the most dizzying Black Friday
in 2018 took place in Spain, where retail
sales saw the biggest spike. According to
data analyzed by commerce marketing
company Criteo, major European countries
felt the impact of both Black Friday and
Cyber Monday in retail transactions to
enormous degrees - varying from an
increase of 156 to over 400 percent.
53 Statista
Note: Europe; October 2018 to November 2018; all retail.
Source(s): Criteo; ID 1065500
Most purchased products on Black FridayConsumer electronics attract the most attention from shoppers
373
333317 307
141 136
0
50
100
150
200
250
300
350
400
Sa
les ind
ex
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
consumers hunted for
bargains on pricier items -
and retailers obliged. In
2018, Black Friday shoppers
spoiled themselves with
consumer electronics and
luxury purchases.
54 Statista
Note: Europe; 2018; all retail.
Source(s): Criteo; ID 1067876
It's not just tech that has its big day on Black FridayFashion and luxury sales went through the roof in Spain and the UK
471%
437%
406%
328%
290%
243%
206%
0.0% 50.0% 100.0% 150.0% 200.0% 250.0% 300.0% 350.0% 400.0% 450.0%
Spain
United Kingdom
Sweden
Netherlands
France
Switzerland
Germany
Percentage change in retail sales of fashion and luxury items on Black Friday in Europe in 2018, by country
Retail sales growth
When consumers were not
looking to replace their
Smart TVs or upgrade to a
new virtual assistant, they
were renewing their
wardrobes with fashion
and luxury items. In major
European countries, the
number of transactions in
this category saw an
increase of over 200
percent compared to the
four-week period before
Black Friday.
55 Statista
Note: Europe; October 2018 to November 2018; all retail
Source(s): Criteo; ID 1059763
Black Friday and Christmas: perfect togetherConsumers 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 salesBlack Friday is arguably the most popular retail event in Europe
345
195
143
120106
8571
0
50
100
150
200
250
300
350
400
Black Friday Cyber Monday Singles Day Boxing Day Halloween Christmas New Years
Da
ily s
ale
s in
de
x v
alu
e
Daily sales index in the EMEA region during holiday season in 2018, by eventThe period between the
American Thanksgiving
weekend and New Years is
nothing short of a series of
special shopping events.
In Europe, Black Friday
and Cyber Monday saw
the most concentrated
retail sales activity by far.
Cyber Monday and the
freshly-minted shopping
event "Singles Day" also
triggered greater sales
activity.
57 Statista
Note: Europe; 2018; all retail.
Source(s): Criteo; ID 1067834
Black Friday's imprint on the holiday season: GermanyMain holiday event participation among German consumers
42%40%
26%
21%
18%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
I do notparticipate
Black Friday Cyber Monday Pre-ChristmasSales
Cyber Week
Sh
are
of re
sp
on
de
nts
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
shopping preferences of consumers. Of
those consumers surveyed in Germany, 42
percent stated an aversion to any holiday
shopping event in 2019. If they were
interested, however, Black Friday and
Cyber Monday had precedence over pre-
Christmas sales.
58 Statista
Note: Germany; August 2019; 18 years and older; 501 Respondents
Source(s): Periscope; ID 1065456
Black Friday's imprint on the holiday season: United KingdomMain holiday event participation among UK consumers
51%
36%
32%
27%
22%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
Black Friday Boxing Day Sales Pre-ChristmasSales
I do notparticipate
Cyber Monday
Sh
are
of re
sp
on
de
nts
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
preferred Boxing Day shopping to Cyber
Monday sales. Black Friday still remained
the clear winner with the majority of
consumers planning to participate in the
event.
59 Statista
Note: United Kingdom; August 2019; 18 years and older; 501 Respondents
Source(s): Periscope; ID 1065433
Holiday shopping timeline in Europe Christmas shopping gets done between late November and early December
Sh
are
of re
sp
on
de
nts
UK Germany Benelux Sweden
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
to start their holiday shopping. Another peak
time for Christmas shopping was late
November, particularly so with UK and
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.
60 Statista
Note: Europe; December 2018 to January 2019; 4,500 Respondents
Source(s): Episerver; ID 1077857
Recommendations
Statista61
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
Sources
63 Statista
British Retail Consortium
Criteo
CRR
Deloitte
Episerver
European Commission
Eurostat
EY
Ferratum
GlobalData
HDE
Ipsos
KPMG
National Retail Federation
OECD
Office for National Statistics (UK)
Periscope
Picodi
Prosper Insights & Analytics
Retail Week
Salesforce Research
Statista Survey
Statistisches Bundesamt
Valitor
VoucherCodes.co.uk
www.statista.com
Author
Tuğba ŞabanoğluExpert – Retail & E-commerce Europe
Tuğba Şabanoğlu is the Statista specialist for research on retail and e-commerce in the United Kingdom and Europe. She is agraduate of Freie Universität Berlin and holds an M.A. degree in English Studies.
