Stephanie Chevalier
E-commerce research and editorial expert
Holiday e-commerce in Western Europe - statistics & facts
In Europe, December marks the beginning of the holiday season. Although traditions and customs vary from country to country, illuminated streets, bustling markets, and holiday shopping frenzies are almost a norm across the region. Whether browsing for gift ideas, taking advantage of seasonal sales, or making early or last-minute purchases, e-commerce has become an essential tool for shoppers during the end-of-year festivities.
UK consumers stand out in Europe as the most likely to break the bank during this period, with holiday spending estimated at more than 80 billion British pounds in 2022. Of this value, approximately 30 percent would be attributable to sales through digital channels. The second country in terms of total holiday spending is Germany. In 2021, Christmas online sales alone accounted for over a quarter of the country's overall e-commerce revenue.
British consumers have grown accustomed to the ease and safety of e-commerce, and this preference has survived the coronavirus crisis. For the 2022 holiday season, the ease of use, speed, and overall convenience of the shopping experience topped the list of reasons for favoring e-commerce over in-person shopping in the United Kingdom. Despite purchasing them online, UK and EU-wide Christmas gift shoppers still prefer having orders shipped directly to their homes and then gift them in person.
In the UK, holiday spending in 2022 was forecast to fall by more than 20 percent compared to the previous year, while in Spain, Italy, and France, it would shrink over 10 percent. Consumer spending in Germany during this period would be less affected, with over half of respondents stating no intention to cut back on Black Friday and Christmas expenses due to the rising living costs.
Given the challenging economic climate, retailers around the globe intend to take measures to keep their operating costs down during the holiday season, but not without sacrificing the shopping experience. More than a third of retailers polled reported considering an increase in shipping fees, while over a quarter planned changes to delivery times.
UK consumers stand out in Europe as the most likely to break the bank during this period, with holiday spending estimated at more than 80 billion British pounds in 2022. Of this value, approximately 30 percent would be attributable to sales through digital channels. The second country in terms of total holiday spending is Germany. In 2021, Christmas online sales alone accounted for over a quarter of the country's overall e-commerce revenue.
There's no place like home for holiday shopping
Crowded stores during the holiday season have long been a source of discontent for many consumers. The restrictions and risks associated with the COVID-19 pandemic added another compelling reason to turn to remote shopping solutions. According to a 2021 survey, avoiding crowds was the main advantage of buying Christmas gifts online among French shoppers, even above convenience and better prices. Likewise, more than eight out of ten German online Christmas gift shoppers chose this channel to receive everything directly at home, while more than three-quarters did so to avoid visiting congested shops.British consumers have grown accustomed to the ease and safety of e-commerce, and this preference has survived the coronavirus crisis. For the 2022 holiday season, the ease of use, speed, and overall convenience of the shopping experience topped the list of reasons for favoring e-commerce over in-person shopping in the United Kingdom. Despite purchasing them online, UK and EU-wide Christmas gift shoppers still prefer having orders shipped directly to their homes and then gift them in person.
A season burdened by inflation
Two years into the pandemic, inflation and growing economic uncertainty emerged as the primary concerns for holiday shoppers worldwide. In Europe, the effects of this phenomenon have been felt strongly in recent months as food and gasoline prices soared. As for holiday shopping, consumer appetite is likely to be more affected in some countries than in others.In the UK, holiday spending in 2022 was forecast to fall by more than 20 percent compared to the previous year, while in Spain, Italy, and France, it would shrink over 10 percent. Consumer spending in Germany during this period would be less affected, with over half of respondents stating no intention to cut back on Black Friday and Christmas expenses due to the rising living costs.
Given the challenging economic climate, retailers around the globe intend to take measures to keep their operating costs down during the holiday season, but not without sacrificing the shopping experience. More than a third of retailers polled reported considering an increase in shipping fees, while over a quarter planned changes to delivery times.
