put me offthe flexible payment platform, reveals in a study on the activity of online commerce in Spain during the Christmas campaign that sales increased by 13% compared to last year’s season, although the average amount of each purchase fell by 26%.
In addition, the analysis reveals the poor foresight of Spaniards when planning Christmas purchases: the greatest spending in online shops occurred on the 2nd, on the eve of the Three Kings festivity, and on the 5th, in which concentrated more than 13% of the total spending of the Christmas period.
The study clarifies that the reason why January 5, the eve of the Three Kings festivity, is one of the days with the highest sales volume is due to the desire of consumers to want to take advantage of the start of the sales, in view of that deliveries of online purchases hardly take place on the same day.
The report made by Aplazame, titled “Online commercial activity in Spain during Christmas 2022”was carried out in the period between December 1, 2022 and January 5, 2023 based on the data registered in its own payment platform.
Men spend more on their purchases
It highlights that women are more inclined to buy toys, decorative items, fashion, jewelry, costume jewelery and educational programs, while men opt primarily for electronic products, photography devices, sporting goods and motor related services and products.
There is also the circumstance that men make a greater outlay on their purchases than women. An example of this behavior occurs in two of the products with the highest demand at Christmas: toys and jewelry. Regarding toys, although women make 71% of all orders, men spend twice as much on each purchase. Something similar occurs with jewelry items: women continue to be the ones who buy the most, but men spend 56% more on each purchase.
By provinces, Madrid and Barcelona concentrated 27% of the total volume of sales, with more than 15% and 11%, respectively, followed by Valencia, Murcia and Seville.
However, the highest average amounts per purchase were registered in insular Spain: Las Palmas, Palma de Mallorca and Santa Cruz de Tenerife, followed by Guipúzcoa, Barcelona and Madrid.