The number of holiday online shoppers grew by 10%, with Black Friday users showing the highest loyalty

Recently, AfterPay Insights conducted a survey of consumers in the UK, Germany, Norway and the Netherlands. The results of the survey show that the number of consumers planning to shop during the 2021 holiday shopping season has increased, and the influx of these new shoppers will drive overall growth in the 2021 peak season.

According to AfterPay Insights, the holiday shopper base in the above countries has increased by an average of 10%. In the UK, 47% of consumers plan to shop online during the holiday shopping season , an increase of 8% over 20 years ; about 50% of consumers in Germany plan to shop online, an increase of 10% over 20 years ; Norway and the Netherlands also have an increase of 6% to 8%.

These new holiday shoppers are mostly young women with families and children. Due to the convenience of online shopping, they will choose to buy items online more than other consumers . At the same time, this group is more sensitive to product prices . They want to buy more products online, but their financial situation restricts them from doing so. Therefore, convenience and cost-effectiveness are the key drivers for these shoppers to increase their online purchases during the 2021 peak season .

AfterPay Insights also looked at which shopping festival consumers plan to make their purchases on. The results showed that Black Friday consumers were the most loyal, while Cyber ​​Monday consumers were the least loyal . About 41% of German shoppers plan to shop on Black Friday this year , compared to just 32% last year . In the UK, the Netherlands, and Norway, the percentages are 30%, 26%, and 40%, respectively.

As for Cyber ​​Monday , more consumers see it as just a potential shopping opportunity, and buying on Cyber ​​Monday is not a deep-rooted shopping habit. Therefore, the loyalty of Cyber ​​Monday shoppers is the lowest among all holiday shopping days .

Earlier studies have also shown that consumers' shopping budgets will also increase during the holidays. Overall, the 2021 holiday shopping season is promising and the number of shoppers will increase. In addition, consumers pay more attention to the convenience of online shopping and the cost-effectiveness of products. Sellers can work harder in these areas.

Holiday Shopping Season

Black Friday

Consumer Forecast