- Social networks and artificial intelligence, the big engines
- More spend per order on key days
- Last minute and emotional gifts
- Purchases that cross borders
- A trend that is consolidating
Spain faces this way the most digital Christmas in its historywith more orders, higher spend per purchase and a consumer increasingly accustomed to deciding what to gift based on what they see on social media and digital storefronts.
This is indicated in the latest report prepared by Flowwowa global gifting platform that connects more than 18,000 local stores with customers in more than 40 countries, and Admit datainternational company specializing in performance marketing.
The study predicts that in addition to increased spending, the the number of orders will increase by at least 10%consolidating an upward trend for several years but which this Christmas reaches a turning point.
Social networks and artificial intelligence, the big engines
The e-commerce rebound is driven by two key factors that redefine consumer behavior. On the one hand, the growing influence of Instagram and TikTok as spaces where gift ideas are discovered, aesthetics are reproduced and purchasing desires are built.
On the other hand, the massive adoption of artificial intelligence toolswhich act as assistants to search, compare and choose gifts in a quick and personalized way.
According to the report, More than 23% of users already decide on their purchases after browsing a selection of digital walls and display cases.a figure which confirms the weight of online content in the final decision. In fact, already in 2024 20% of Christmas sales were influenced by digital mediaa proportion that will continue to grow this year.
More spend per order on key days
The campaign officially began with the Cyber Mondayextended between December 1 and 3, but the report places the highest volume of purchases between December 9 and 18when pre-holiday acquisitions are concentrated.
To this peak are added the days just before Christmas and, already in January, the before the arrival of kings.
In this context, the The general average e-commerce ticket will exceed 32 eurosalthough in moments of greatest intensity it can reach between 55 and 60 euros per order. Madrid, Barcelona, Valencia, Malaga, Seville, Las Palmas de Gran Canaria, Bilbao and Zaragoza will be the most active areas during the campaign.
Last minute and emotional gifts
THE quick, visual and emotionally charged gifts concentrate demand. THE flowersTHE artisan cakes and the indoor plants continue to dominate preferences, with expected growth in 130%, 91% And 132%respectively.
Added to them is the rise in power of personalized pastrylike custom cakes or decorated cupcakes, which will increase 137%.
The culture of last minute purchase sets the pace of the campaign. He December 24 is consolidated as the day with the highest order volume of the year, as well as the period included between January 2 and 5as many consumers seek to resolve pending gifts quickly and with immediate delivery.
Purchases that cross borders
The international component is once again decisive. Last year, 67% of orders placed through Flowwow were made from outside Spainwith the United States, United Kingdom, Mexico, Germany, Netherlands, France, United Arab Emirates and Italy as the main countries of origin.
The diagram is clear: Spaniards living abroad use digital gifts to shorten distances on designated dates such as Christmas and Three Kings.
A trend that is consolidating
The analysis of more than 400,000 online orders placed in December 2023 and 2024 confirms that this development is not a one-off. During this period, online shopping increased by 12% in number of orders and a 15% in sales volumewhile the the average amount per purchase increased from 20 to 26 euros.
He mobile use as a purchasing channel also continued to develop, 25% in 2023 to 32% in 2024which reinforces the idea of consumption linked to immediacy and personal devices.
Fashion, home, electronics, toys, as well as health and beauty concentrate most of the demand, driven by digital recommendations, promos And content generated by other usersa cocktail which this Christmas once again places social networks at the center of online consumption.
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