Christmas gift shopping online in Sweden 2016-2022
purchasing more Christmas gifts online in 2021 than the year before. More than half did not plan on purchasing more gifts online that year.
More than 70 percent of Swedish consumers were planning to buy Christmas gifts online in 2022. The share of respondents in three consecutive yearly surveys who stated they would purchase gifts for the holidays online increased steadily, starting at 51 percent in 2016 and reaching 58 percent in 2018, and then decreased slightly. Around 2,000 Swedes were asked whether they were planning on