According to Matkahuolto's consumer research, Finns will continue spending this Christmas and domestic e-commerce still has sales potential. Gift purchasing focuses especially on recipient preferences and affordability.
The research shows that despite inflation and weak economic outlook, Finnish consumers don't seem ready to significantly cut their Christmas gift spending. According to Matkahuolto's survey, 57% of Finns say their Christmas gift budget remains unchanged.
Average Christmas gift spending is 233 euros
Finns invest especially in gifts for spouses and children, while cutting back on gifts for themselves and friends in the tight economic situation. Focus on children's gifts is also reflected in the most popular categories: toys and games top the list. Other favorites include fashion and clothing, as well as various service gift cards.
The average spending on Christmas gifts is 233 euros, with individual gifts averaging around 66 euros.
Domestic online stores are popular
While brick-and-mortar stores maintain their popularity, gifts are also purchased online. Online shopping benefits particularly include avoiding crowds and congestion (66%), wider selection, and easy price comparison (36%).
Over half of Finns plan to shop from domestic online stores, while focusing purchases on foreign online stores is rare: only 3% of respondents plan to buy Christmas gifts exclusively from foreign online stores.
Experience and customer service emphasized in Christmas shopping
Brick-and-mortar stores are sought especially for Christmas atmosphere and in-person shopping, while online stores emphasize avoiding crowds and comparing alternatives.
According to the research, 48% of Finns choose stores based on good customer service in problem situations. One-third of respondents want to influence online store delivery during transport, and up to three out of four prefer parcel lockers because flexible shipping and pickup are important to them.
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