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%