Christmas Shopping 2006 Nordic summary

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Christmas Shopping 2006Nordic summary

• Synovate (Temo, MMI and Vilstrup) and TOY for
  Nordea
• Ingela Gabrielsson 2006-12-07

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Introduction

• Most people increase their shopping before
  Christmas. Christmas gifts accounts for a large
  amount of this shopping. But who in the household
  is responsible for the Christmas purchasing? How
  will purchases be financed and do people try to
  limit their purchases? How will Christmas be
  celebrated this year? Those are some of the
  questions Nordea will get a clearer picture of
  with this study
• Target group for the study is people in the age
  of 16 years or older.
• The study has been conducted in Finland, Sweden,
  Norway and Denmark during the same period.

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Christmas will be spent with the family in Norway
and Denmark
In what way will you spend Christmas this year?
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Also in Sweden and Finland people will spend
Christmas with family
In what way will you spend Christmas this year?
Very few people dont celebrate Christmas at all
in the Nordic region (only one or two percent) .
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Almost everybody in the Nordic region will buy
Christmas gifts!
Who purchases Christmas gifts this year? Share in
each country.
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Norwegians will spend much more money on average
than the rest
How much money will be spent on Christmas gifts?
(Amount on average in each country)
320 Euro
3 390 DKK (450 Euro)
2 900 SEK (320 Euro)
4500 NOK (540 Euro)
Total amount that will be spent on Christmas
gifts in each country? (Based on population 16
years and older)
1,4 billion Euro (Population 16 Approx. 4,4
million )
2,4 billion Euro (Population 16 Approx. 7,4
million )
2 billion Euro (Population 16 Approx. 4,4
million )
2 billion Euro (Population 16 Approx. 3,7
million )
Almost eight billion euros will be spent on
Christmas gifts this year in the Nordic countries.
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The purchase pattern looks the same in all four
countries
When do you buy most of your Christmas gifts?
Men buy Christmas gifts much closer to Christmas
than women do, in all countries.
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The responsibility for different areas of
Christmas shopping falls into the traditional
roles for men and women, in all countries
Who is mainly responsible for purchasing what?

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Norwegians and Danes use the credit possibility
more
How will you finance the purchase of Christmas
gifts?
) The figure for credit consist of credit card,
credit in the shop, consumption loan in bank and
salary account credit in bank. The figure is
the net figure of all credit alternatives.
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Many try to limit their purchases of Christmas
gifts
Do you try to limit your purchases of Christmas
gifts or not? (five degree scale)

Swedes try to restrict their purchases, more
that the others.
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Swedes are more likely to buy an experience as
a Christmas gift
Would you or would you not buy an
event/experience such as a ticket to an event,
journey or similar, as a Christmas gift? (five
degree scale)

Swedes are more interested in buying events for
Christmas presents. People in Norway and Finland
are not that interested in this type of present.
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Swedes are also more likely to buy a mutual fund
as a Christmas gift
Would you or would you not buy a mutual fund as a
Christmas gift (five degree scale)

The interest for this kind of Christmas gift is
quite low. People in households with higher
incomes are more interested than others .
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People in Sweden and Finland believe Santa Claus
will come this year to a larger extent than
people in Norway and Denmark
Do you believe Santa Claus will come to you this
year?
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Summary

• Christmas will be spent with family in all Nordic
  countries. Between 82 to 92 percent will spend
  the Christmas with their family.
• Almost all buy Christmas gifts in the Nordic
  region. Between 88 and 94 percent will buy
  Christmas gifts this year.
• Norwegians will spend much more per person than
  the others on Christmas gifts 540 Euros compared
  to people in Sweden and Finland who will spend
  320 Euros per person. Danish people will spend
  450 Euros on average per person.
• About one fourth of all in the Nordic region will
  start to buy Christmas presents in November. Half
  of the population will do their Christmas
  shopping during the first two weeks of December.
  The week before Christmas about one third of the
  population in Nordic region will be buying gifts
  for Christmas. Men buy Christmas presents much
  closer to Christmas that women.
• The responsibility for different areas of
  Christmas shopping falls into the traditional
  roles for men and women.
• People in Norway and Denmark use credit when
  paying for the Christmas presents to a larger
  extent (20-21 percent) than people in Sweden and
  Finland (10- 14 percent).
• Swedes are more likely to buy an experience or
  a mutual fund as a Christmas gift than people in
  the other Nordic countries are.
• People in Finland and Sweden believe Santa Claus
  will come this year, to a larger extent than
  people in Norway and Denmark.

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Facts about the study Method, size of study and
target group
Background Nordea wish to get more information
about the Christmas shopping habits in relation
to the private economy in the Nordic region.
Target group People in the age from 16
years. The study is representative for almost 20
millon people in Denmark, Norway, Finland and
Sweden. Field 6th of November - 13th of
November 2006 Method Telephone interviews
No. of interviews In total 4 058 interviews.
Approximately 1000 interviews in each country.