THE LARGEST INTERNATIONAL CHRISTMAS SURVEY COMPARES CONSUMPTION IN 20 EUROPEAN AND COMMONWEALTH COUNTRIES

Over 13 000 households participated Ferratum Group’s Christmas Barometer™ carried out succesively for the third year.

The European economy continues it’s slow economic recovery. The differences in relative consuming are flatened between countries compared to two previous Christmas Berometers conducted by Ferratum. Fifty per cent of the households are going to spend as much money as last Christmas for their gifts and celebrations, while six per cent of the households are increasing spending.

Largest European Economy is leading the way

According to Christmas Barometer™ the consuming is going to drop significantly in the United Kingdom compared to last Christmas. While in 2015 the British were planning to spend 38,5 per cent (€ 1145) of their household income for Christmas, this year the figure is only 23 per cent (€ 695).

Instead the Germans are consuming more than anyhere else in Europe or Commonwelth. People living in the largest European economy are willing to consume over 30 per cent (€ 807) of their households monthly income for Christmas this year. The figure is about 10 per cent more than a median family (22%) in all 20 countries that participated the survey.

Suprisingly Germany is followed by small Baltic countries, Lithuania and Estonia while the most parsimonious consumers can be found in Norway, Finland and Netherlands. In these welfare societies less than one fifth of the household’s income is allocated for Christmas spending this year.

For instance in Finland, Ferratum Group’s homeland, households spend around 15 % of available net income on Christmas purchases ( €468). In neighbourging Sweden, the respective number is significantly higher, with households spending around € 688 during Christmas, or 20 % of available net income for their Christmas.

 

Christmas holiday spending relative to disposable household income

SPENDING IN RELATION TO OTHER COUNTRIES

  • Germany
    134 30.58%
  • Lithuania
    133 30.3%
  • Estonia
    126 28.66%
  • Romania
    126 28.6%
  • New Zealand
    117 26.61%
  • Poland
    114 25.97%
  • Spain
    111 25.29%
  • Bulgaria
    104 23.57%
  • UK
    103 23.41%
  • All countries
    100 22.2%
  • Australia
    95 21.59%
  • Denmark
    93 21.07%
  • Czech Republic
    92 20.97%
  • Canada
    90 20.36%
  • Sweden
    89 20.18%
  • Latvia
    87 19.83%
  • Croatia
    81 18.34%
  • France
    72 16.35%
  • Norway
    71 16.26%
  • Finland
    68 15.43%
  • Netherlands
    47 10.65%

European and Commontwealth Christmas spending 2016

  • Toys & Games
    20%
  • Clothing
    18%
  • Consumer electronics
    12%
  • Sweets and delicacies
    10%
  • Cosmetics
    9%
  • Gift cards
    7%
  • Books
    6%
  • Household utensils
    5%
  • Sports & recreation gear
    4%
  • Alcohol
    3%
  • Travelling
    3%
  • Well-being services, spa
    2%
  • Musical instruments
    1%

Household Christmas holiday spending forecast 2016

  • Less than last Christmas
    37%
  • Same as last Christmas
    47%
  • More than last Christmas
    16%

The index of online consuming is growing steadily

Even three quarters of the Christmas consuming is still done in traditional channels, the share of online is growing inescapably. According to Barometer the median households digital shopping for Christmas will grow from last years 21,6%  to 24,5% this Christmas.

United Kingdom holds it’s insurmountable lead what comes to making shopping online. Over 40 per cent of the British Christmas shopping is done in the digital channels. Netherlands, Sweden, France, Czech Republic, Poland and Germany are over the all nations 24,5 % median share of online shopping.

Index of online purchases 2016

  • UK
    41.4%
  • Netherlands
    36%
  • Sweden
    32.64%
  • France
    29.57%
  • Czech Republic
    29.29%
  • Poland
    27.57%
  • Germany
    24.9%
  • All Countries
    24.54%
  • Denmark
    23.83%
  • Finland
    23.38%
  • Canada
    22.67%
  • Norway
    22.32%
  • Spain
    21.52%
  • Bulgaria
    21.07%
  • Romania
    20.7%
  • Lithuania
    19.39%
  • Australia
    18.17%
  • New Zealand
    17.73%
  • Latvia
    15.79%
  • Estonia
    15.42%
  • Croatia
    14.91%

Top holiday spending behaviour in Europe and Commonwealth countries

Toys and games (20%), clothing (18%) and consumer electronics (12%) remain their position as most popular gift items. How ever there are interesting national differences compared to last Christmas.

This Christmas does not look too good for the publishers.  From being the second popular over all gift item last year (15,5 %) the share of books is going to drop down to six per cent.  Books hit the top five gift item only in Poland (10%) and Czech Republic (8%).

According to Christmas Barometer™ 2016 the Bulgarians, the Spanish and the Canadians prefer clothing purchases as gifts over other nations.  More than 20 percent of the consumption is allocated on soft packages. The share of Toys and games is the largest in France (31%), Australia (26%) and Poland (23%).  Suprisingly it seems that alcohol is consumed this Christmas only in Canada having four per cent share of Canadians consuming.

Germany
  • Toys & Games
    18%
  • Clothing
    17%
  • Consumer electronics
    15%
  • Gift cards
    8%
  • Sweets and delicacies
    8%
  • Spending in relation to other countries: 134 (FE group = 100)
  • Spending relative to household income: 30.58% (807 €)
  • Share of online purchases: 24.90%
Lithuania
  • Toys & Games
    17%
  • Cosmetics
    14%
  • Sweets and delicacies
    13%
  • Gift cards
    12%
  • Clothing
    10%
  • Spending in relation to other countries: 133 (FE group = 100)
  • Spending relative to household income: 30.30% (583 €)
  • Share of online purchases: 19.39%
Estonia
  • Toys & Games
    22%
  • Cosmetics
    11%
  • Sweets and delicacies
    11%
  • Clothing
    10%
  • Consumer electronics
    10%
  • Spending in relation to other countries: 126 (FE group = 100)
  • Spending relative to household income: 28.66% (571 €)
  • Share of online purchases: 15.42%
Romania
  • Clothing
    23%
  • Toys & Games
    17%
  • Consumer electronics
    16%
  • Sweets and delicacies
    14%
  • Household utensils
    13%
  • Spending in relation to other countries: 126 (FE group = 100)
  • Spending relative to household income: 28.60% (409 €)
  • Share of online purchases: 20.70%
New Zealand
  • Clothing
    23%
  • Toys & Games
    20%
  • Cosmetics
    14%
  • Gift cards
    14%
  • Consumer electronics
    9%
  • Spending in relation to other countries: 117 (FE group = 100)
  • Spending relative to household income: 26.61% (705 €)
  • Share of online purchases: 17.73%
Poland
  • Toys & Games
    23%
  • Cosmetics
    20%
  • Clothing
    14%
  • Books
    10%
  • Sweets and delicacies
    9%
  • Spending in relation to other countries: 114 (FE group = 100)
  • Spending relative to household income: 25.97% (472 €)
  • Share of online purchases: 27.57%
Spain
  • Clothing
    27%
  • Toys & Games
    24%
  • Consumer electronics
    18%
  • Sports & recreation gear
    6%
  • Books
    5%
  • Spending in relation to other countries: 111 (FE group = 100)
  • Spending relative to household income: 25.29% (646 €)
  • Share of online purchases: 21.52%
Bulgaria
  • Clothing
    29%
  • Toys & Games
    19%
  • Consumer electronics
    11%
  • Sweets and delicacies
    9%
  • Cosmetics
    8%
  • Spending in relation to other countries: 104 (FE group = 100)
  • Spending relative to household income: 23.57% (286 €)
  • Share of online purchases: 21.07%
UK
  • Clothing
    19%
  • Toys & Games
    16%
  • Consumer electronics
    11%
  • Cosmetics
    11%
  • Gift cards
    10%
  • Spending in relation to other countries: 103 (FE group = 100)
  • Spending relative to household income: 23.41% (695 €)
  • Share of online purchases: 41.40%
Australia
  • Toys & Games
    26%
  • Clothing
    20%
  • Consumer electronics
    13%
  • Gift cards
    12%
  • Sweets and delicacies
    7%
  • Spending in relation to other countries: 95 (FE group = 100)
  • Spending relative to household income: 21.59% (703 €)
  • Share of online purchases: 18.17%
Denmark
  • Toys & Games
    22%
  • Clothing
    22%
  • Consumer electronics
    18%
  • Gift cards
    13%
  • Household utensils
    7%
  • Spending in relation to other countries: 93 (FE group = 100)
  • Spending relative to household income: 21.07% (455 €)
  • Share of online purchases: 23.83%
Czech Republic
  • Toys & Games
    21%
  • Clothing
    20%
  • Consumer electronics
    17%
  • Cosmetics
    14%
  • Books
    8%
  • Spending in relation to other countries: 92 (FE group = 100)
  • Spending relative to household income: 20.97% (493 €)
  • Share of online purchases: 29.29%
Canada
  • Clothing
    27%
  • Toys & Games
    21%
  • Consumer electronics
    19%
  • Gift cards
    15%
  • Alcohol
    4%
  • Spending in relation to other countries: 90 (FE group = 100)
  • Spending relative to household income: 20.36% (679 €)
  • Share of online purchases: 22.67%
Sweden
  • Toys & Games
    22%
  • Clothing
    16%
  • Gift cards
    14%
  • Consumer electronics
    12%
  • Sports & recreation gear
    9%
  • Spending in relation to other countries: 89 (FE group = 100)
  • Spending relative to household income: 20.18% (688 €)
  • Share of online purchases: 32.64%
Latvia
  • Toys & Games
    22%
  • Sweets and delicacies
    15%
  • Consumer electronics
    13%
  • Travelling
    11%
  • Clothing
    8%
  • Spending in relation to other countries: 87 (FE group = 100)
  • Spending relative to household income: 19.83% (346 €)
  • Share of online purchases: 15.79%
Croatia
  • Toys & Games
    19%
  • Sweets and delicacies
    17%
  • Clothing
    16%
  • Cosmetics
    12%
  • Household utensils
    11%
  • Spending in relation to other countries: 81 (FE group = 100)
  • Spending relative to household income: 18.34% (296 €)
  • Share of online purchases: 14.91%
France
  • Toys & Games
    31%
  • Clothing
    17%
  • Sweets and delicacies
    9%
  • Gift cards
    7%
  • Household utensils
    7%
  • Spending in relation to other countries: 72 (FE group = 100)
  • Spending relative to household income: 16.35% (470 €)
  • Share of online purchases: 29.57%
Norway
  • Clothing
    23%
  • Toys & Games
    18%
  • Gift cards
    16%
  • Consumer electronics
    9%
  • Well-being services, spa
    6%
  • Spending in relation to other countries: 71 (FE group = 100)
  • Spending relative to household income: 16.26% (800 €)
  • Share of online purchases: 22.32%
Finland
  • Toys & Games
    17%
  • Clothing
    17%
  • Sweets and delicacies
    11%
  • Gift cards
    11%
  • Consumer electronics
    11%
  • Spending in relation to other countries: 68 (FE group = 100)
  • Spending relative to household income: 15.43% (468 €)
  • Share of online purchases: 23.38%
Netherlands
  • Toys & Games
    18%
  • Clothing
    17%
  • Consumer electronics
    11%
  • Gift cards
    9%
  • Sweets and delicacies
    9%
  • Spending in relation to other countries: 47 (FE group = 100)
  • Spending relative to household income: 10.65% (379 €)
  • Share of online purchases: 36%