2017 Holiday Study
In this article, we present an overview of the latest holidays, by highlighting the main channels through which Romanians purchased their products for Christmas. The research also focuses on how people incorporated their electronic devices in their shopping behaviors, as well as on the digital impact on holiday shopping. The research consisted of an online survey conducted on our platform www.questia.ro. The survey covered 500 respondents, with a +/- 4% margin of error when reported to the Romanian online population.
Channels for purchasing Christmas gifts
Most Romanians bought their Christmas gifts this holiday season directly from stores (93.6%), but also online (38.8%). A small percentage of 1.0% said that they didn’t buy Christmas gifts. Also, data from Ecommerce Wiki shows that in 2017, the Romanian B2C e-commerce turnover grew by 22% to €2.5 billion.
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. The shopping experience consists of both visits to the stores and online purchases. In this manner, PCs and laptops are mostly used for buying products online, comparing prices from retailers, as well as to find out information about the availability of products online and in store. Smartphones are used especially for stores' apps, to find the location or the store schedule and to get informed about products. Tablets are used for reading reviews about products and shops but in a rather small percentage.
When asked what they will do if a product they want to buy for Christmas is not available in store, most respondents said they would visit another shop and buy it from there (43.8%). However, a percentage of 21.6% said they would buy the product online from another shop or from the same shop, which shows that people are starting to take advantage of the many digital channels available for online shopping. Also, only 14.5% said that they would stay in the same store and buy another product.
We also asked people where they got their Christmas ideas from. Many respondents seem to be spontaneously looking for gifts in stores (58.8%), while some (36.2%) said they get their ideas while browsing online. Also, some asked people directly what they wanted (32.9%), while 23.2% said that they were inspired by other people. Messages and e-mails sent by merchants only influenced a smaller percentage of people (15.8%) while the media got a 13.9% inspiration. Our data shows that online shopping is the second channel of inspiration for most Romanians.
The 2017 holiday shopping can be characterized by a shopping behavior focused on spending more money than planned – 71.5% agreed with this statement. Along with money, people also spend time picking the best gifts for their friends and families (54.6%), while only 38.0% left everything at the last moment. This highlights the fact that Christmas shopping is one of the most important holiday activities in Romania. Moreover, Romanians seem to have been generous in 2017, with 65.7% offering more presents than they received and 85.5% carefully picking presents to fit the color/size of the ones they bought the gifts for.
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