NEWS

Dear Santa, Weihnachtsmann, Julenisser, Reyes Magos, Kerstman and Swiety Mikolaj, this year I wish for…

24 th
December 2016

Christmas is about traditions, love, and family and nevertheless presents. It is truly the time that all shops are full and people slowly become claustrophobic by the masses pushing one to the counter. In no other month do products sell more than in December.

 

Because each country has its own traditions there is no wonder that products that sell the most differ. We have asked some of our members to give us a view on what products are being sold the most during the Christmas Season of 2015 and 2016, as well as the expected trends of 2017. Within this article we will be referring to our members as countries.

 

In the year 2015 one of the most sold product category in Germany, Poland and Denmark was the coffee machine. Coffee has in the past been seen more as a luxurious product, as good coffee machines were not sold at a very reasonable price. Some of us do remember the time of instant coffee and water from a pot. Nowadays the price quality ratio is very good and due to that a coffee machine has become a great Christmas present. More and more this product has become an essential part of the kitchen. It is also interesting to see how customer behavior can be influenced by traditions. The highlight in the Netherlands during the Christmas period of 2015 and also this year is the deep fryer. This can be explained as two of the most popular dishes in Netherlands, ‘kroket’ (deap fried meat role covered in bread crumbs) and ‘frites’ (fries), need to be deep fried. In addition the deep fryers sold the most in Netherlands are the ones that need no or very little fat. This underlines the increasing trend of ‘healthy’ products. Another product that is accompanied by tradition is the meat mincer in Poland. It is used for dishes like ‘Uszki’ (dumplings filled with minced meat, similar to ‘Pierogi’) which are traditionally prepared during Christmas.

 

An interesting difference in customer behavior is Spain, whereas last year the most sold product was the electronic toothbrush, this year it’s the mobile phone and electronic scooter. This is a very big difference in product as well as price category. Whereas in Poland the meat mincer and coffee machine is a continuous trend, in the Netherlands the fryer is this year getting competition by products from the consumer electronics/multimedia category. E-Readers and Tablets are on the top of the list amongst high quality TVs and wireless speakers. The beard trimmer is the current top seller in Germany, which is no wonder with the more and more increasing beard culture, where men are growing magnificent beards in all sizes and shapes. On the other hand it could also be a sign from the girlfriend, if she is the one buying it, that they should stop. The second top runner is the hairdryer, showing that beauty products are a very popular Christmas present. The E-Square member in Denmark is focusing on white goods solely. Here the most sold product online is a dryer and inside of stores the washing machine. Here it is interesting to note that the frontrunners are in both cases major domestic appliances, which is in contradiction with the other countries.

 

Throughout the next year our members are expecting the rise of personal care and health articles in Germany, Poland and Denmark. The Netherlands is expecting the rise in smart lighting, drones and wireless speakers. The mobile phone should be the frontrunner in Spain for the next year. Both Poland and Germany expect a rise within the floorcare category, however Germany in robot vacuum cleaner and Poland in bag less vacuum cleaners.

 

So whether you are reading this in the comfort of your home or doing so while waiting in line for last minute Christmas shopping, we wish you a great Holiday Season.