Dutch consumers will spend €5.5 billion at online shops in the run-up to Christmas. Adobe makes this estimate based on calculations. Our southern neighbours would spend some 2.7 billion euros in the month of Christmas and Sinterklaas.
The company analysed the ordering and visiting behaviour of thousands of websites across Europe. It obtained that data from its analytics activities. The estimate is made over December, which means Adobe misses the vast majority of Sinterklaas purchases over the internet.
14 December is predicted to be the busiest e-commerce day in the Netherlands (149.6 million euros in sales) and Belgium (81 million). The average spend per person on that day is €9.39 and €8.57, respectively. The entire month of December accounts for about a fifth of annual turnover of online shops.
Social media
Also notable is the role of social media that Adobe notes. "Social media is an important channel for searching for product reviews; more and more consumers are using social media to find out what the best products of this year are," the company writes. "Almost half of respondents in the UK (45%) and France (48%) indicate that product reviews are one of the two most important influencers when considering a major purchase. In Germany, even two-thirds of consumers look up product reviews before making a purchase."
