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Books, Media, And Toys Lead Online Gift Buying
Books and media stand out as the most digitally driven Christmas gift category. Around 78 percent of consumers planning to buy gifts in this segment expect to do so online. While the category represents a smaller share of total retail sales, it benefits from strong price competition, seasonal promotions such as Black Friday and Cyber Monday, and the fact that products like books and board games do not require physical inspection.
Children’s products and toys follow a similar pattern, with roughly three-quarters of planned Christmas purchases expected to happen online. For retailers, this highlights how important stock visibility, delivery timing, and last-mile reliability become as Christmas approaches.
Electronics, Beauty, And Fashion Gain Momentum
Home electronics remain a natural fit for e-commerce, with close to 70 percent of planned Christmas gift purchases expected to be made online. Consumers are comfortable comparing specifications, prices, and reviews digitally, reducing the need for in-store assistance.
Beauty and health products show one of the strongest shifts year on year. About 68 percent of shoppers planning to buy Christmas gifts in this category expect to do so online. This growth is closely linked to the expansion of online pharmacies, which increasingly focus on beauty, wellness, and competitively priced giftable products.
Clothing and footwear round out the top five categories, with around two-thirds of planned gift purchases happening online. While sizing and fit still keep physical stores relevant, easier returns and familiarity with brands continue to lower barriers.
What This Means For Nordic Retailers
Christmas shopping largely reflects everyday e-commerce behaviour, only more intense. Categories that already perform well online gain an additional seasonal boost, while expectations around pricing, availability, and delivery speed become less forgiving.
The takeaway: in the Nordic e-commerce market, Christmas is no longer about experimenting with online sales. It is a stress test of core digital capabilities — and a clear signal of where consumer habits are heading.
