Research - 28.11.2013 - 00:00 

Christmas wishes in Switzerland

900 consumers in pedestrian precincts in German-speaking Switzerland revealed what was on their wish lists this year and how much they were spending on presents. Inspiration for Christmas shopping is in great demand; books, travels and tickets are popular.<br/>


11 December 2013. Consumers are planning to increase their spending on Christmas presents. Whereas the interviewees said that they had spent an average of CHF 428 on presents last year, they intend to be more generous this year: they want to spend CHF 452 this winter. Consumers above 35, in particular, are planning to increase their expenditure. Men spend distinctly more on Christmas presents than women. This is the result of a survey conducted by Thomas Rudolph and Maximilian Weber of the Institute of Retail Management (IRM-HSG).

Inspiration for Christmas shopping is in great demand
More than 10% of consumers do not know what they want for Christmas. The proportion of people without wishes has been increasing for the past two years. Last year, they amounted to 6%, in 2010 to 4%. Men and mature consumers, in particular, belong to this group. 20% of consumers over 60 do not know what they want for Christmas. This results in great inspiration potentials for the retail trade in that it should point out innovative ideas for presents. An inspiring shop atmosphere and display windows can make a significant contribution to this.

More cross-channel Christmas shopping
High-street shops and shopping centres continue to be the most popular shopping channels for Christmas presents. However, the internet is increasing in significance. Only 69% of consumers indicate that they do their Christmas shopping exclusively in conventional shops. Last year, 75% still used conventional shops. 6% of consumers are buying all their presents online this year. In comparison with last year, the share of consumers who buy their presents both in shops and online has increased. Whereas in 2012, 19% of consumers did their Christmas shopping both on the internet and in conventional shops, the proportion of cross-channel shoppers is 25% this year.

This is tantamount to a growth of more than 30% for cross-channel shopping. Christmas shopping on the internet is particularly popular with consumers between 30 and 40. Almost one in two consumers in this age group buy their Christmas presents online. Surprisingly, the desire for consumer electronics increases with increasing age. 30% of consumers over 60 would like a smartphone, a tablet or other electronic devices.

Increasing (online) shopping tourism in the Christmas season
44% of consumers indicated that they are buying a part of their Christmas presents abroad, close to the border. Last year, only 33% of consumers indicated that they did some of their Christmas shopping abroad. Shopping just beyond the border decreases in significance with increasing age. 54% of consumers under 20 buy some of their presents abroad; among consumers over 60, the proportion of shopping tourists is only half that. Christmas purchases on the internet are probably made particularly frequently in foreign webshops.

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