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Big money on Christmas shopping - again this year!
This year, it is estimated that each Norwegian will spend NOK 12,070 on Christmas shopping in December.
Most people still shop in stores, even though online shopping has grown. This year, it is estimated that each Norwegian will spend NOK 12,070 on Christmas shopping in December.
Both Virke and NHO are keeping a close eye on Christmas trends. According to Virke, it is estimated that Norwegians will spend NOK 122 billion in Norwegian stores and online stores in the period November-December 2021, while NHO estimates NOK 118 billion.
In total, almost as much is spent on food and drink as on other retail sales
During December 2021, it is estimated that Norwegians will spend as much as NOK 65 billion in Norwegian stores and online stores. This is an increase of 13% from the normal year 2019, and a slight decrease of 3% from 2020.
The forecast from Virke shows that in December 2021, we will spend NOK 28 billion on Food and drink, NOK 32 billion on Other retail, and NOK 6 billion on Online shopping.
Record sales in the Norwegian grocery trade in 2020
Corona restrictions and the lockdown in 2020 led to record sales for Norwegian grocery chains, with the year ending at NOK 209 billion (+17% from 2019).
Looking at December in isolation, the food and drink category is expected to decline by 7% from 2020, while there is an increase of 12% from 2019. The decline is partly due to the reopening of society, with increased cross-border trade and more people eating and drinking out.
Online shopping increases by 62% from December 2019
Online shopping is expected to increase from 4.8 billion in December 2020 to 5.5 billion in 2021 (+15%). In December 2019, Norwegian online stores had a turnover of NOK 3.4 billion, i.e. an estimated increase of 62% for December 2021.
Virke states that the pandemic has given online shopping a tremendous boost, and that a high and lasting level has now been created for Norwegians' online shopping.
Other retail trade is expected to end at the same level as last year
Other retail sales are expected to reach 32 billion in December 2021, which is the same level as last year, but an increase of 7% from 2019.
Preliminary figures from Virke show an upswing for the Clothing and shoes category, with an increase of 28% from last year. House and home has seen an increase from 2019.
Sources: Virke.no and NHO.no
3.12.21/Regine Garfjeld Sandberg, senior commercial analyst at Aller Media
