Shoper summarizes online shopping in December. What are we buying under the Christmas tree this year?

Shoper (that is, the most popular e-commerce platform in Poland) analyzed the pre-Christmas shopping in its customers' online stores. According to the platform's data, Poles celebrate December as a time when the home should exude the coziness and warmth of the holiday climate. That's why online shopping carts were dominated by holiday assortments such as handmade ceramics, soy candles and personalized mugs and cups, among others, which are ideal for gifting. This product group generated a 23% increase in GMV (i.e. total transaction value) compared to November this year.

Data Shoper shows that the way we approach shopping in December is also changing. Because of Christmas gifts, we buy products mainly with others in mind, not ourselves. What did Poles buy for their loved ones this year? Sales growth was recorded, among others, in the category of small household appliances and consumer electronics, such as gadgets for phones, or equipment related to the development of passions, such as sewing machines (+63% GMV compared to November this year). Vinyl records and other music accessories also proved popular (+75% GMV relative to November this year).

- Shopping often takes on a completely different character in December. From a data analyst's perspective, I think this is a fascinating moment when we can see how the changing priorities of online shoppers realistically affect shopping choices and, consequently, the sales performance of online store owners Shoper. - comments Magdalena Rękas, Data Analyst at Shoper

Another surprising trend is the 42% increase in gold and silver sales relative to November this year. Small investment bars or jewelry are gaining popularity as gifts that combine material and symbolic value. This shows that Poles are increasingly choosing gifts with the future in mind, not just the "here and now." 

Themed gift boxes are gaining popularity

Gift boxes, or themed sets of products, offered by online store owners also won the hearts of shoppers in December. In selected online stores, Shoper were the most frequently purchased items in December. The most surprising suggestions found in the shopping carts included boxes with fishing items or sets with vinyl records.

Why are gift boxes selling so well?

Christmas gift sets solve buyers' problem of lack of time to complete a gift, ignorance about a particular area, or uncertainty about whether the gift will turn out to be a hit. For retailers, on the other hand, it's a good idea to sell goods not necessarily related to Christmas. This is an example of how a well-thought-out strategy can benefit both parties.

 - Even products that are not directly associated with the holidays can gain popularity with the right personalization of the offer. In turn, simple messages on the website, such as "the perfect Christmas gift for..." or "gift ideas for Christmas" are an effective way to attract customers, which translated into record sales at selected stores Shoper. - comments Basia Kaleńczuk, Corporate Communication Specialist at Shoper. 

What do ice skating, thermal clothing and travel to exotic destinations have in common? 

According to Shoper, before the holidays we are equally keen to invest in assortments related to the development of passions: ice skates, climbing accessories, thermal clothing, fishing accessories or treadmills. The total value of transactions of these products in December, increased by nearly 55% compared to November this year.

Another interesting trend is the 63% increase in sales (relative to October this year) of underwear, pajamas and... swimwear. On the other hand, GMV of travel-related products (suitcases, airplane backpacks, tours) increased as much as threefold relative to December 2023. Why? The winter season is the perfect time for brands that offer these types of products to emerge.

 - Poles travel all year round, and many stationary stores do not have seasonal products such as swimwear on permanent display. Lower advertising rates and the ability to highlight seasonal offerings give retailers an advantage that cannot be ignored. - says Magdalena Rękas, Data Analyst at Shoper 

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The growing popularity of such disparate product groups is proof that seasonal needs and developing passions can generate windfalls for online retailers at any time of the year.

About the company Shoper

Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Among others, brands such as Gym Glamour, WK Dzik, Irving and Doppelherz operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl 

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