Christmas in E-Commerce -- The Most Important Facts

The Christmas season represents a significant revenue driver for e-commerce businesses. Holiday online sales have shown consistent growth year over year, making it the single most important period for online retailers. Here are the key metrics and insights.

How High Are Christmas Sales in Online Retailing?

E-commerce holiday revenues have demonstrated consistent growth, progressing from 7 billion euros in 2012 to 10 billion in 2015, reaching 12.2 billion euros the previous year, with projections of approximately 13.4 billion euros. The upward trajectory shows no signs of slowing.

When Are Christmas Gifts Bought?

Shopping timelines vary considerably among consumers:

• 18% are early adopters who shop well in advance
• 37% shop before December to avoid stress
• ~30% delay purchases until December or within 10 days before Christmas

Where Do People Look for Gift Inspiration?

Where Are Christmas Gifts Bought?

Physical retailers dominated at 53%, though this declined 15% compared to previous years. Online shopping increased from 12% to 21%, while 26% expressed no preference between channels.

Among online platforms, Amazon dominates at 72% of shoppers. eBay follows at 33%, with Zalando and Otto at 32%. Direct online stores capture approximately 30%.

Shipping Deadlines for Christmas Eve

The Christmas season is the single biggest revenue opportunity for online retailers. Understanding when customers shop, where they find inspiration, and which deadlines matter most is essential for planning a successful holiday strategy -- from marketing campaigns to logistics and customer communication.