Features of the Christmas campaign in the online arena

Fernando Maciá

Written by Fernando Maciá

After having left behind the Black Friday campaign, we are already at the gates of the Christmas shopping vortex. A good part of them will take place through the online channel, so at Human Level we have proposed a compilation of the features that are expected to characterize the 2016 Christmas campaign in relation to the online channel.

Increase in spending compared to 2015

What will be the characteristics of the Christmas campaign in the online arena?
Image: Freepik.es

One of the most relevant analyses in this regard is the one carried out by the consulting firm Deloitte through its “2016 Christmas Consumer Study”. Said report points to optimistic conclusions, as an average spending per household of 682 euros on Christmas shopping (both through the online and offline channel) is expected, which represents an increase of 4% compared to the 2015 campaign. If we add to this figure that Spanish families will spend 26% of their total budget on online shopping (2 points higher than last year), we can conclude that this is going to be a particularly happy Christmas for e-commerce in Spain.

Another source that reflects satisfactory figures for online commerce during the Christmas campaign is the “V Annual Showroomprive Consumer Study“, which has been widely reported in the specialized media. This study indicates that the intention to buy online will grow, as 51% of Spaniards will purchase many more items over the Internet compared to last year. The most popular products will be fashion and accessories, toys, technology, books and cosmetics.

Payment in installments is extended

There will also be a significant increase in the volume of online purchases made in installments. According to Adigital (Spanish Digital Economy Association), this increase will be attributable to the growing offer of systems and platforms that facilitate flexible payment methods through e-commerce. Specifically, Adigital has recently echoed Aplazame‘s estimates, which point to an increase in loans granted of between 80% and 110% compared to last year’s Christmas campaign.

Mobile devices continue to gain weight

As for the devices used, it is worth considering the study “Consumer Trends at Christmas”, conducted by TNS for eBay. It highlights the growing importance of mobile devices, as 19% of consumers will carry out their Christmas shopping via smartphone, while 12% will opt for the tablet. The causes continue to be the freedom to shop without time or place restrictions, as well as the speed of the purchasing process and access to a wider range of items.

The TNS study also provides a striking piece of information regarding the exact point in the home from which online purchases are made. Thus, it indicates that the preferred places for Spanish consumers to carry out their shopping (with smartphone, tablet or laptop) are the sofa and the bed.

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Fernando Maciá
Fernando Maciá
Founder and CEO of Human Level. Expert SEO consultant with more than 20 years of experience. He has been a professor at numerous universities and business schools, and director of the Master in Professional SEO and SEM and the Advanced SEO Course at KSchool. Author of a dozen books on SEO and digital marketing.

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