A new year, a new blog. As it’s almost mid-January 2022, Peak season 2021 is well behind us. What happened in December with online shopping volumes? Is December following the seasonal trend or are we seeing a complete 180 in the data? In which country was Santa’s Nice-list the longest when it comes to average monthly online purchases? And with the Omikron variant doing its round, how is that effecting our offline shopping?
Blog 92 will tell you all about it.
As we compare the graph of 2021 to 2020, we see some differences. They biggest one is definitely the continuous growth curve through Peak Season in 2020, vs the slow rise the months prior to December 2021.
Finally, Holiday month December 2021 shows a hockey-stick curve. The data shows us the positive changes in the average number of monthly online purchases per consumer. The Netherlands (+1), Germany (+.6), Norway (+.9) and the UK (+.8) have an increase in volumes. Santa’s Nice-list is the longest in the UK, as the online shoppers in the UK are leaders of the pack with on average a whopping 7 online purchases, compared to 6.2 in November and 4.9 all the way at the start of this Peak Season in September. The Germans come second: 5.6 purchases were made online, compared to 5 in November and 4.9 in September. The Dutch may be third in line but have the biggest increase: on average the Dutch completed a check out 5.2 times, compared to 4.2 in November and 4.1 in September. Norway takes fourth place with 4.1 online purchases. But compared to 3.2 purchases in November and 3 in September, still a steep increase.
This steep curve may seem spectacular and make up for the beginning of Peak Season 2021 in September, the numbers on e-commerce are still lower compared to 2020. The decline in being worried about personal health plays a part here. Omikron does not scare as much. People are getting used to the situation and lockdowns the pandemic puts us in, hence 2020 is the year of anomaly and 2021 a year with more normal growth in e-commerce.
In all countries (except for the UK, as we only started measuring September 2021) there is a visible drop measured in December 2021: from the Dutch respondents, 37% has health worries (vs 49% in 2020), in Germany 43% has worries (vs. 54% in 2020), from the Norwegians 33% worries compared to 38% the year before and in the UK the level of worries lies at 44%. Worrying less results a slower growth, as opposed to a higher health worry leads to a shift to online.