Sweden: reasons to purchase Christmas gifts online 2016

This survey shows the most important reasons why consumers in Sweden choose to shop Christmas gifts online instead of buying them in physical shops in 2016. 10 percent of respondents said that shopping Christmas presents online saves them time.

What is the most important reason that you choose to purchase Christmas gifts online instead of buying them in physical shops?

Characteristic	Share of respondents
It is easier / more convenient	25%
In order to avoid crowds in shops	17%
The sortiment is bigger	14%
It is cheaper	14%
To save time	10%
The product is unavailable where I live	7%
It is easier to compare the prices	6%
Goods are delivered directly to my home	3%
The shops are far away	1%
Other	1%
Don't know	1%

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Release date

November 2016

More information

Region

Sweden

Survey time period

Q3 2016

Number of respondents

4 consumer surveys*

Age group

18-79 years old

Special properties

Respondents who are planning to purchase Christmas gifts online

Method of interview

Online survey

Supplementary notes

* Sources have conducted four consumer studies:
August 1,686 respondents
September 1,651 respondents
October 1,603 and 3,001 respondents.

The survey represents 95 percent of the Swedish population who has access to the internet.

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