Walley sums up this year’s Christmas shopping “Record increase continues”

More and more people are choosing to shop online

“Black Week gave a clear indication that more and more people are choosing to shop online this year. The trend is also clear during the Christmas shopping period, where just like Black Week we can see a strong increase of 61% this far into December. Bearing in mind the growth evident during Black Week, with a 98% increase, you might think that everyone had already done their Christmas shopping. But the whole of December has been a very strong growth month, and also the Christmas shopping period has broken all records this year,” says Mikael Anstrin, General Manager of Walley.

Walley can also see a shift in buying patterns, and evidence that people did their Christmas shopping earlier this year. The company also predicts that the after-Christmas sales will look different this year.

Record-breaking peak in sales

“New this year is that consumers have chosen to do their Christmas shopping further in advance, and the sales peaks were reached already on 13 and 14 December, two days earlier than last year. In terms of age group, the biggest growth can be seen among those aged 55–64 with a full 80% increase. Since the after-Christmas sales are largely being moved online this year, the sales will be more flexible, start earlier and end later, and I think we’ll be able to discern some changes here too,” Mikael Anstrin concludes.

Statistics:

- Total growth in Sweden in this year’s Christmas shopping period 61%

- Christmas sales peak two days earlier this year: 13 and 14 Dec in 2020, compared to 15 and 16 Dec in 2019

- Age group 55–64 saw the strongest growth during December with 80%