By Direct Link - In the years 2020 – 2021, people shopped for Christmas presents online to an extent never seen before. A natural development when the world was hit by a pandemic and many countries were shut down for long periods of time, and people basically had no choice but to buy what they needed online.
As an example, during the holiday season sales in the US 2021, consumers bought products online to a value of 205 billion U.S. dollars. The corresponding sum in 2019 was 140 billion dollars.
Today the situation looks significantly different. With a few exceptions, the world is no longer seriously affected by the Coronavirus making it possible to visit Brick-and-Mortar stores which a lot of people still appreciate. On top of that, we have rampant inflation, interest rate hikes, a looming recession, and a regional war in eastern central Europe.
Industry assessors, therefore, believe that this year's Christmas shopping will be unusually difficult to predict in terms of sales. Some industry experts are optimistic about consumers´ interest in buying their Christmas gifts online, while others are far more cautious.
One thing they seem to agree on is that many will start their Christmas shopping earlier than usual, which is also confirmed by several studies. One reason for this is said to be that consumers are worried about further higher inflation and generally increased cost of living. Since many e-tailers already had price promotions due to excess inventory, that combination may well trigger early purchases.
E-commerce giant Amazon kicked off the peak season with its two-day Prime Early Access sales event on October 11th to give Prime members exclusive access to holiday deals.
According to Amazon, the reason for a second Prime sales event this year was to help consumers spread out their spending in the lead-up to the holiday season and to help them cope with the challenging macroeconomic environment and soaring inflation.
Direct Link – part of PostNord provides borderless e-commerce deliveries worldwide. By studying the development of e-commerce, Direct Link has deep knowledge of consumer behavior and general conditions for e-commerce. If you are an E-tailer looking for a reliable partner managing your cross-border deliveries, fulfillment, or warehousing – reach out to Direct Link – part of PostNord to see how they can help you level up your business!
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