13.04.2023 1Online-survey carried out by Respondi AG in November 2012. 400 respondents in each country (200 men and 200 women)
Christmas Survey 2012
Nov12
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Survey set up
Method: Online Survey
Instrument: Online-questionnaire via Online-Panel by Respondi AG Respondents: Women and men from Germany, Italy and Sweden in the age between 18-65years
Sample-size: Total: n = 1.200, 400 respondents for each country with a 50% gender split
Survey period: 01.11.2012 – 09.11.2012
Survey management: Anne Strauß, Anja Kettern, Katharina Oberfeld (Market Research Team, Zalando GmbH)
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DE - first association with Christmas
What comes into your mind first thinking about Christmas?(Open question)
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IT - first association with Christmas
What comes into your mind first thinking about Christmas?(Open question)
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SE - first association with Christmas
What comes into your mind first thinking about Christmas?(Open question)
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How much are you looking forward to Christmas?(On a scale from 1 „not at all“ to 10 „I can‘t wait until it‘s Christmas“)
Looking forward to Christmas?
DE IT SE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20% 19%9%
45%38%
51%
36%43% 40%
Looking forward to Christmas(8-10)neutral (4-7)Not looking forward to Christmas (1-3)
M
F
33%
48%
Significant differences (+/- 5%)
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With whom will you spend Christmas?
Others
Alone
Grandparents
Friends
Relatives in a large group
Own children
Parents/parents-in-law
Partner
0% 10% 20% 30% 40% 50% 60% 70%
5%
9%
11%
11%
17%
39%
47%
58%
2%
3%
6%
13%
40%
38%
39%
48%
11%
3%
11%
7%
19%
48%
52%
54%
SEITDE
Christmas – with whom?
Significant differences (+/- 5%)
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When Christmas is over
Advent calendar
Christmas songs
Gifts
Happy children's faces
Christmas markets
To make a gift
Food
The Christmas spirit
0% 10% 20% 30% 40% 50% 60% 70%
13%
15%
18%
21%
24%
27%
33%
39%
52%
8%
10%
20%
25%
46%
22%
36%
20%
46%
9%
5%
19%
14%
24%
12%
31%
56%
66%
SE
IT
DE
In all countries women tend to like everything that is specifically Christmas (e.g. Christmas markets and the spirit on Christmas) significantly more than men.
The best part about Christmas
What is the best part about Christmas?
Significant differences (+/- 5%)
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The worst part about Christmas
What is the worst part about Christmas?
Christmas markets
Christmas spirit everywhere
Receiving unwanted gifts
Grouchy children
Christmas songs
That Christmas is over too quick
Gaining weight
Think about gifts
Organize gifts
0% 5% 10% 15% 20% 25% 30% 35% 40%
7%
9%
12%
13%
14%
15%
22%
27%
27%
6%
9%
12%
14%
8%
26%
24%
34%
4%
3%
4%
23%
7%
22%
18%
28%
19%
SE
IT
DE
Data not available for IT
In DE and SE men significantly state out more than women that the worst part about Christmas is organizing the Christmas presents.
Significant differences (+/- 5%)
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Christmas gifts - quality or quantity?
DE IT SE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
97%88% 92%
3%12% 8%
quantityquality
Gifts – is it about quality or quantity?
Significant differences (+/- 5%)
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Make a gift – being creative or fulfilling clear wishes?
To gifts – are you rather creative yourself or do you prefer clear wishes?
I'm creative myselfe Sometimes I like to get hints
I need clear wishes0%
10%
20%
30%
40%
50%
60%
70%
28%
46%
26%
61%
22%
17%
40%
34%
26%
DE
IT
SE
In all countries women like to be creative significantly more than men whereas more men need clear hints.
Significant differences (+/- 5%)
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When the Christmas gift organization starts
When do you start organizing Christmas gifts?
January
February
March
April
May
June
July
August
September
October
November
December
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
1%
1%
1%
1%
1%
2%
6%
11%
35%
30%
1%
1%
1%
1%
5%
10%
22%
47%
1%
3%
84%
SE
IT
DE
In DE and SE 20% more men than women start in December!
Significant differences (+/- 5%)
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Christmas gift organization - duration
How long does it take to organize all gifts?
One day Two days One week More than one week
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
16%
23%
17%
36%
11%
18%
41%
22%24%
19% 18%
28%
DEITSE
In all countries significantly more men only need one or two days to organize all gifts whereas 12% more women in DE and SE need more than one week.
Significant differences (+/- 5%)
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Christmas gift organization - procedure
How do you organize the gifts?
0%
10%
20%
30%
40%
50%
60%
28%21%
51%
20%
42% 38%
28%
17%
56%
DEITSE
M
F
33%
22%
Significant differences (+/- 5%)
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Christmas gift organization – stationary shops or online?
Where do you prefer getting gifts?
62%
38%
DE
stationary shopsonline shops
83%
16%
IT
stationary shopsonline shops
80%
20%
SE
stationary shopsonline shops
Significant differences (+/- 5%)
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Using whish lists of online shops?
Do you use wish lists of individual online shops as a gift suggestions or to share on different social networking sites (eg Facebook)?
19%
67%
14%
DE
21%
61%
18%
IT
I don't know this kind of offer
No
Yes
14%
83%
4%
SE
Significant differences (+/- 5%)
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0
50
100
150
200
250
300
350
400
450
DEITSE
Expected gift expenses Christmas 2012
How much money do you approximately expect to spend this years Christmas gifts?
Ø 291,38€
Ø 356,39€
Ø 384,16€Ø 3293,2SEK
€
Who receives what?P
artn
er
Accessories
Jewelry
Tickets for concerts/shows
35%
37%
39%
DE
Travels
Books
Clothes
22%
25%
29%
IT
Par
ents
/pa
rent
s-in
-law
Tickets for concerts/shows
Foot/beverages
Vouchers
27%
29%
35%
DE
Vouchers
Books
Clothes
16%
18%
21%
IT
Vouchers
Books
Clothes
13%
19%
23%
SE
Jewelry
Tickets for concerts/shows
Books
14%
14%
21%
SE
What could you consider as a present for your grandparents, close friends, colleagues?– Here top 3 –
Gra
ndpa
rent
s
Tickets for concerts/shows
Food/beverages
Vouchers
13%
17%
22%
DE
Accessories
Vouchers
Food/beverages
8%
8%
9%
IT
CDs/DVDs
Accessories
Books
14%
14%
25%
IT
Frie
nds
CDs/DVDs
Books
Vouchers
31%
33%
36%
DE
Col
leag
ues
Foot/beverages
Books
Vouchers
11%
12%
2%
DE
CDs/DVDs
Vouchers
Books
9%
9%
17%
IT
Beauty
Books
Tickets for concerts/shows
4%
5%
6%
SE
Accessories
Books
Tickets for concerts/shows
5%
6%
8%
SE
Jewelry
Books
Tickets for concerts/shows
1%
2%
3%
SE
What could you consider as a present for your grandparents, close friends, colleagues?– Here top 3 –
Who receives what?
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What could be on your wish list?
What could be on your wish list?
Home textiles
Shoes
Sport accessories
Food/Beverages
Beauty Products / Cosmetics
Jewelry
Accessories
Travels
Appliances
Fashion
Tickets for concerts/shows
CDs/DVDs
Vouchers
Books
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
11%
15%
19%
19%
21%
21%
25%
27%
30%
33%
34%
36%
42%
49%
7%
27%
17%
15%
17%
14%
24%
39%
17%
40%
20%
18%
33%
40%
17%
8%
12%
18%
14%
12%
14%
22%
21%
25%
28%
10%
24%
34%
SEITDE
Significant differences (+/- 5%)
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No go Christmas gifts – DE
What would you not consider to give as Christmas present?(Open question)
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No go Christmas gifts – IT
What would you not consider to give as Christmas present?(Open question)
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No go Christmas gifts – SE
What would you not consider to give as Christmas present?(Open question)
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If a gift is not liked…
How do you act if you don't like a gift?
Swap party
I'm trying to sell it
Of course I keep it and put it somewhere visible or wear it
I use it as a gift for another person
I hide my disappointment with a smile and put it somewhere where I don't have to see it
I am honest to the one who gave it to me and hope that the bill still exists
0% 20% 40% 60% 80% 100%
1%
12%
13%
16%
22%
22%
1%
6%
20%
15%
49%
3%
0%
3%
20%
9%
10%
36%
SEITDE
In DE significantly more women than men would hide their disappointment with a smile.
Significant differences (+/- 5%)
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Unpleasant presents - whom do you dare to tell?
Whome do you dare to tell that you don‘t like the gift.
Relatives
Partner
Friends
Children
Acquaintances
Colleagues
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
47%
46%
22%
18%
13%
11%
51%
40%
5%
5%
3%
1%
51%
56%
22%
18%
9%
11%
SEITDE
Significant differences (+/- 5%)
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What you wear on Christmas Eve?
Very elegant More elegant than usual
My everyday clothes
Something more comfortable
0%
10%
20%
30%
40%
50%
60%
70%
16%
49%
23%
12%
28% 29%33%
10%
20%
62%
10%8%
DEITSE
In all countries women significantly tend more to dress very elegant on Christmas than men.
Significant differences (+/- 5%)
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Gaining weight on Christmas?
Do you quickly gain weight over Christmas?
40%
61%
DE
YesNo
51%49%
IT
YesNo
32%
68%
SE
YesNo
Ø 1,6kg
Ø 2,13kg Ø 2,28kg
Significant differences (+/- 5%)
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When Christmas is over…
How do you feel when Christmas is over?
I'm sad because Christmas is over too soon
I feel relieved and freed from the Christmas stress
I don't care about Christmas
0% 20% 40% 60% 80% 100%
38%
45%
17%
50%
33%
18%
48%
43%
9%
SEITDE
In DE an SE women are more sad than men that Christmas is over. In SE 17% more men than women feel relieved.
Significant differences (+/- 5%)
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Only asked in DE – Which visitor makes you more happy?
Which visitor makes you more happy?N=400
30% 70%