Welcome back December. Welcome back Christmas decorations. Whether we feel ready or not, Christmas is just around the corner, and the fondest of us are ready to decorate every corner of our homes with lights, candles, colorful bowls and the ever-present fir tree. However, the Christmas spirit could not help but raise a question: does the eCommerce boom also apply to the Christmas decoration market? In other words, where do Italians buy lights, candles, colorful bowls and the ever-present fir tree?
Online shopping at Christmas time
In fact, the digital channel already seems to be the favorite when it comes to Christmas gift shopping, which, as is now tradition, kicks off with Black Friday at the end of November. According to Saleforce data, in 2020 there was a 30 percent increase in online sales over the Christmas period. A trend also confirmed last year when 68 percent of Italian consumers shopped online through five or more channels, while store visits were lower than pre-pandemic levels (Google and Ipsos data). Numbers that this year, in line with the trend of recent years, could rise further: 31 percent of consumers surveyed said they were ready to do even more online shopping during the holidays than last year.
Online will save Christmas
Returning to focus on the decorations sector, until a few years ago it seemed to enjoy excellent health. In 2015, the turnover of the sector that includes decorations, cribs, lights and pyrotechnic items was in fact worth about 500 million euros in sell-out. According to a recent Ipsos survey for Fededistribuzione, Christmas 2022-accompanied by price increases-may be a bit underwhelming: in fact, 65 percent of respondents said they would decrease their purchase of ornaments and decorations, as well as gifts. Online, however, where there is usually a greater supply of products with attractive discounts, could save Christmas. In fact, a 2018 survey conducted by Statista for the U.S. market would show that even a few years ago, buying ornaments online was an established tradition for 27 percent of consumers, 36.3 percent of whom were under 29. Percentages that could therefore grow this year, and not by a small amount. In fact, it is enough to take a tour online to come across several eCommerce stores that already offer among their range of products decorations and ornaments for the coming Christmas.
The second hand conquers even Christmas trees
The fir tree then, we said in the opening, is unfailing. According to a Coldiretti survey in 2019, 88 percent of Italians had a Christmas tree at home, a product that is really hard to give up. There are several digital stores selling Christmas trees of all kinds and sizes, but there is definitely one area to keep a particular eye on: the second-hand Christmas tree trade. Indeed, the second-hand sector is booming, and even fir trees, it seems, are not immune to the allure of the circular economy.
Growing Click & Collect
Of course, those most fond of the magic of Christmas might turn their noses up at the possibility of buying gifts and decorations online thus precluding traditional Christmas shopping. Yet, a solution seems to be there and is increasingly appreciated by consumers as well.
In fact, according to research conducted by Facebook in 2020, the problem could be easily obviated thanks to Click & Collect, already chosen by 56 percent of consumers who, thanks to this alternative delivery mode, can enjoy all the advantages of online shopping while maintaining the tradition of visiting the store to pick up the order.
In this regard, GEL Proximity’s technology combines Click & Collect pickup services in proprietary stores with those of third-party managed Points of Proximity. If you are an eCommerce manager and would like to offer your customers this service among your delivery options, contact us! You will be able to integrate over 45,000 domestic and 125,000 international Pickup Points already active by simply connecting GEL Proximity with our dedicated libraries and APIs, or by downloading the module from your eCommerce software’s marketplace.
