In tune with the Christmas season: this is how online consumers in the region shop

Experts from Everigo summarized how Christmas shopping habits and e-commerce trends are developing in the surrounding countries – Austria, Slovakia, the Czech Republic, Poland and Romania. The data clearly shows the differences and opportunities in the region’s online markets.

Austria: Premium Gifts and Conscious Shopping

Austrian consumers spend the most at Christmas: in 2024 they will spend an average of 386 euros on gifts, an increase of 28 euros compared to the previous year. In addition to premium products, gift vouchers and cash are also increasingly popular, as customers value the freedom of choice. Interestingly, only 6 percent of Austrians buy from Chinese marketplaces (e.g. Temu), meaning that trust in local quality offerings remains strong – a positive sign for domestic online stores that would like to expand in Austria.

Slovakia: price is the deciding factor, but the market is still expanding

Slovak shoppers spend between 100 and 300 euros at Christmas, and 46 percent of them buy gifts online. According to data from DPD, the majority of buyers start ordering in November to avoid price increases and delivery congestion. Price remains the most important factor: 83 percent of consumers specifically look for deals, and 69 percent look for the best value for money. The most popular gifts are clothing, cosmetics and toys, but it is especially interesting that every hundredth household surprises itself with a pet – this is a special opportunity for the pet food and supplement market.

Czech Republic: high spending, stable market

Czechs spend 200–600 euros on Christmas gifts, which is well above the Hungarian average. The most common gifts are cosmetics (49%), clothes (42%) and books (26%), but gift vouchers and more expensive, durable products are also in demand. They spend especially a lot on Christmas decorations: three-quarters of households decorate their homes, and 42 percent also decorate their gardens. Holiday food and drink spending is also significant, averaging 100-130 euros.

Poland: modest gifts, lavish holiday table

Poles spent an average of 370 euros on Christmas in 2024, a 7.7 percent increase compared to the previous year. The proportion of spending on gifts exceeds 40 percent, while significant amounts are also spent on food and holiday hospitality. Consumers are becoming more conscious: there is a growing interest in experiential and service-based gifts, such as massages, dinner vouchers or personal development training – these ensure that the gift is truly useful.

Romania: pre-planned purchases, stable spending

Romanian consumers plan to spend between 140 and 300 euros on gifts, and 79 percent of them start shopping in November, often taking advantage of Black Friday sales. Although prices have increased by up to 30 percent, the majority try to stick to their previous budget. The most popular products are fashion (41%), beauty (39%), toys (29%), electronics (24%) and home decor (21%).