€111 million extra online sales thanks to Christmas purchases

Ede / Hoofddorp - Like St. Nicholas, Santa Claus is also ordering more and more gifts online. Webshops expect to earn a total extra revenue of €111 million in the weeks prior to Christmas. That is 39% on top of normal revenues, compared to 32% in extra revenue last year. This was the result of a joint study conducted by Thuiswinkel.org, PostNL and Blauw Research on online purchases before the Christmas period.

Earlier this month, it became clear that online retailers expected an average of 47% more weekly sales in the five weeks prior to the St. Nicholas holiday. In addition, nearly one-third of online retailers expect consumers to spend more money in the future on Christmas gifts than on St. Nicholas gifts.

Wijnand Jongen, Director of Thuiswinkel.org: "Santa Claus has also discovered the online channel. During the dark days before Christmas, many consumers prefer to order gifts from the comfort of home. It is worth noting that gifts purchased for Christmas have a higher value than those purchased for St. Nicholas. During the holidays, consumers apparently feel that they deserve a little more luxury."

Online sales of Christmas trees and decorations on the rise

A study conducted among members showed that online sales of Christmas trees and decorations are increasing significantly. "We see that more and more consumers are buying their Christmas trees and decorations online," says Wijnand Jongen. "And more and more retailers are picking up on this. Luxury Christmas decorations and trees in particular are selling well this year."

Top 10 expected online Christmas purchases:

  1. Christmas trees and decorations
  2. Christmas CDs (Michael Bublé, Glennis Grace)
  3. Cooking gadgets and books like the new Jamie Oliver book
  4. (Festive) evening wear and lingerie
  5. Perfumes and cosmetics
  6. Gift certificates
  7. E-readers
  8. Tablets, smartphones and gadgets
  9. Game computers and games (PlayStation 4, Call of Duty: Ghost, FIFA 14) and consoles
  10. Space Scooters

Expected total online sales for 2013

Thanks to Santa and St. Nicholas, total online sales for 2013 are expected to be around €10.5 billion, an 8% increase compared to 2012.

About the study

This study was conducted by the Blauw Research research agency at the request of Thuiswinkel.org among the 2,000 members of the interest organisation. The study did not include service suppliers, such as providers of insurance, travel or tickets.