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The Swedes seem to have heeded calls from the government and the Public Health Agency. This is demonstrated by the annual Postnord Christmas survey, which Kantar Sifo conducted between December 14 and 16. Here it appears that the Christmas gift trade, unsurprisingly, has increased tremendously online. With up to 57 percent to be exact.
Throughout the year, the growth of e-commerce has been enormous, but the fact that online Christmas gift shopping is increasing by almost 60 percent exceeds my expectations. Restrictions have been tightened, and since Christmas shopping is associated with congestion, many consumers have simply decided to buy all Christmas gifts online, says Carl-Fredrik Teder, a Postnord retail analyst, according to the survey.
Last year, Swedes bought Christmas gifts worth SEK 17.7 billion until December 18. That figure has risen to SEK 19.4 billion this year on December 16, of which e-commerce was sold for SEK 11 billion. In total, 25 per cent of Swedes have made all Christmas gift purchases in e-commerce and more than any other Swede have made at least 80 per cent of online purchases. The average amount to buy Christmas gifts per person also increased from SEK 2,820 last year to SEK 3,101 this year.
And despite the high pressure in e-commerce, it seems that most people have done quite well handling the large influx of customers. Postnord also states that the most common wait time for agents to pick up their packages has been two to three minutes.
The rise of e-commerce naturally implies a high volume of packages both in our flow and in that of other distributors. The week after Black Week, we delivered 3.1 million packages to agents. But it seems that many have experienced that it has been easy to receive their shipments, says Carl-Fredrik Teder.
The Christmas gifts that most Swedes have bought online and in physical stores:
Clothes and shoes
2. Books and media
3. Toys and baby products
4. Consumer electronics
5. Beauty and health
Source: Postnord
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