41 percent of the affected domestic e-commerce companies expect Christmas traffic to be lower than last year

By: Trademagazin Date: 2023. 12. 08. 11:45

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his year’s temporary drop in real wages and the limited resources available to customers will also have an impact at the end of the year. 41 percent of online stores selling products that are in focus during the Christmas season expect a lower turnover compared to last season – according to 22 percent, the drop will exceed 20 percent. 32 percent of e-commerce companies expect growth, while 27 percent expect a repeat of last year’s level – according to the answers of nearly a hundred domestic online stores participating in the quick survey of the Olcsóbbat.hu price comparison portal.

The restrained expectations are supported by the experiences of online retailers in connection with Black Friday. 45 percent of the entire surveyed group organized a promotion for this period, and more than two-thirds of those participating in the promotion (69%) reported that Black Friday traffic fell short of their prior expectations. 46 percent of the reports indicated a smaller turnover than last year, which means that the sales revenue of online retailers decreased in real terms not only by the rate of inflation, but by more than that. The basket value was at a level similar to last year: 29 percent of online stores did not experience any change compared to last year, while 36 percent reported an increase and 35 percent a decrease.

Among the possible reasons, most respondents indicated that the population now has less money to spend, but they also consider the explanation that, in the uncertain economic situation, many people prioritized waiting and saving.