Dutch consumers have shaken off economic worries and bought more presents online than everbefore ready for St Nicholas Day celebrations today and tomorrow, according to research
commissioned by PostNL.According to the study by PostNL, conducted jointly with e-commerce association Thuiswinkel.organd Blauw Research, Dutch online retailers expect a dramatic increase in revenues of more than 40%for ‘St Nicholas week’ this year.
The Dutch traditionally give each other early Christmas presents on December 5, the eve of StNicholas Day, which is celebrated on December 6. St Nicholas is known as Sinterklaas in Dutch, andthis name is widely seen as the origin of ‘Santa Claus’.
For this week, web shops forecast average revenues of €128 million which is €38 million (42%)more than during the time before St Nicholas. Compared to last year’s forecast of a 36% turnoverincrease, this year’s expectations are significantly higher. Parcel volumes have also increased by41% during this period.
The strong online shopping growth contrasts starkly with the weak overall retail sales prospectsthis week. About 27% of Dutch consumers indicated they would make fewer St Nicholas purchasescompared to last year, and 25% even said they would not be making any St Nicholas purchases at allthis year.
Although Dutch consumers still mostly buy St Nicholas presents at traditional shops, the trendclearly goes toward online shopping with 32% of them now buying more St Nicholas presents onlinethan they did last year. The gifts for St Nicholas are mainly ordered in the last two weekendsbefore 5 December. As in other years, the most popular St Nicholas presents include consumerelectronics and toys, with tablets and smartphones being especially demanded this year.
Wijnand Jongen, director at Thuiswinkel.org, said: “It is remarkable that despite the continuingcrisis St Nicholas has found his way to the webshops so explicitly, even more so than last year.Web shops are doing quite well during the St Nicholas period. At web shops, he can order 24 hoursper day, which gives him the opportunity to work on during the night. St Nicholas also feels drawnto the special offers web shops provide in these harsh economic times. These benefits contribute tothe extra online spending during the St Nicholas period.”
The main reasons indicated by consumers for ordering online in the St Nicholas period includetime saving (37%), the possibility of ordering online 24/7 (37%) and the lower price level on theinternet (31%). Another important reason for shopping conveniently from home is avoiding theshopping stress in the city centre. In addition, increasing mobile commerce with smartphones andtablets and fast delivery also contribute to the growing number of online purchases.
“It is clear that time and money are even more important reasons for shopping online in thesebusy and expensive times. Even more than in the rest of the year,” Gerrit Mastenbroek, directorPostNL Parcel, said. “Besides, there is a strong 41% increase in parcel volume in the St Nicholasperiod, which is in line with the extra revenues from web shops. This means that the Dutch consumeris getting more aware of the convenience online shopping has to offer. We are developing ourselvescontinuously to service the needs of our consumers better and better and make online shoppingeasier.”
