2016 Holiday Study
Questia Group welcomes 2017 with a new study. Our study presents an overview of the latest holidays, by highlighting the main channels through which Romanians purchased their products for Christmas. The research shows how people incorporated their electronic devices in their shopping behaviors and the digital impact on holiday shopping. Our research was made through an online survey on www.questia.ro covering 1,138 respondents, with a plus or minus 3% margin of error. The survey was active between the 20th and 22nd of December 2016.
Channels for purchasing Christmas gifts
Most Romanians bought their Christmas gifts this holiday from stores (91.2%), but also online (36.6%). A small percentage of 2.8% said that they didn’t buy Christmas gifts this year. According to data from GPeC the total value of Romanian online retail has grown from 1.1 billion EUR in 2014 to over 1.4 billion EUR in 2015. Also, data from Ecommerce Wiki shows that 18% (1.9 million people) of the online population have bought something online in 2015.
Digital impact on Christmas shopping
Another interesting aspect that our study has focused on was the digital impact on Christmas shopping. In this manner, consumers blend online and offline channels for purchasing gifts. Now, the shopping experience consists of both visits to the stores and online purchases. In this manner, PCs and laptops are mostly used (in a percentage of 37.1%) for buying products online, comparing prices from magazines (37.4%), reading reviews about products or shops (31.7%) and gaining loyalty points (34.9%). As for smartphones, they are considered to be the new “ shopping assistants”. For Romanians, smartphones are especially used for store’s apps (27.5%), for getting discounts, coupons or promotions (16.6%) as well as for getting informed about products (16.6%) and their availability (16.2%), but also for reading reviews (15%). Tablets are used for reading reviews about products and shops, but in a rather small percentage (3.7%).
When asked what they will do if a product they want to buy for Christmas is not available in store, the majority of Romanians said they would visit another shop and buy it there (47.1%). However, a percentage of 37.9% said they would buy the product online from another shop or from the same shop, which shows that Romanians are starting to take advantage of the many digital channels available for online shopping. Also, only 11.9% said that they would stay in the same store and buy another product.
We also asked people where they got their Christmas ideas from. The majority of Romanians seem to be spontaneously looking for gifts in stores (62.2%), while a big part of them (42.7%) said they directly asked people what they wanted. A 32.9% percent get their ideas while browsing online, while 19% said that they were inspired by other people. Messages and e-mails sent by merchants only influenced a smaller percent of people (10.9%) while the media got a 10% inspiration. Our data shows that online shopping is the third channel of inspiration for most Romanians.
The 2016 holiday shopping can be characterized by a shopping behavior focused on spending more money than planned – 66.5% agreed to this statement. Along with money, people also spend time picking the best gifts for their friends and families (63.3%), while only 27% leaving everything at the last moment. This highlights the fact that Christmas shopping is one of the most important holidays in Romania. Moreover, Romanians seem to have been generous in 2016, with 67.1% offering more presents than they received and 87.3% carefully picking presents to fit the color/size of the ones they bought the gifts for.
Stay connected to Questia’s numerous studies that will weekly unfold throughout 2017. Find out more about consumer behavior, attitudes and beliefs in regard to a diversity of topics, from banking to consumer goods, internet, leisure, marketing and retail in real time.