Who buys Christmas gifts early and who at the last minute?

A survey conducted by Smartpost sheds light on the shopping habits of Estonians before Christmas. The use of e-commerce for purchasing gifts is becoming increasingly popular, but the survey clearly shows that shopping habits vary according to age, place of residence, and income.

20% of people who buy Christmas gifts online several months before the holidays are mostly women living in rural areas and whose families have five or more members. Their early planning reflects awareness and a desire to avoid the last-minute rush.

The survey revealed that nearly half of Estonians (45%) prefer to buy Christmas gifts a few weeks before the holidays. Among this group are more young people, those on parental leave, or students living in urban areas, mainly in Harjumaa and Ida-Virumaa. This group also includes people with high incomes (over €3,000/month) and families with five or more members.

8% of people prefer to buy gifts just a few days before the holidays. Such last-minute shoppers are mainly Russian-speaking people living in Ida-Virumaa, Lääne-, Lääne-Viru-, Põlva-, Rapla-, or Valgamaa. They are characterised by households with an average of three members.

The survey shows that there are also those who do not use e-commerce at all. These are mainly people over the age of 60 living in Järvamaa, Läänemaa, or Põlvamaa, with incomes below €1,000/month.

E-commerce provides people with more flexibility and the opportunity to avoid the rush in stores. However, as the survey shows, the timing of gift shopping is strongly influenced by people’s lifestyles, income, and place of residence. For example, large families plan their gifts early, while young people and city residents tend to delay their purchases. However, 8% of last-minute shoppers prove that fast and reliable delivery is key.

Smartpost aims to ensure that all e-purchases reach their recipients as quickly and smoothly as possible.

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