Swiss consumers refuse to let their cautious economic outlook affect their spending on Christmas, according to an annual survey by consultants Deloitte. At CHF807 ($895) per household, the Swiss Christmas budget is the fourth highest in Europe.This content was published on December 3, 2013 - 18:46
Christmas is still several weeks away but preparations have already started. Swiss consumers are more likely than their European peers to shop for presents early (47% in or before November), as Deloitte reports in the Swiss Christmas Retail Survey 2013, published on Tuesday.
What's more, the planned Christmas budget of CHF807 per household is up 3% from last year’s estimated spend.
In the seasonal spendthrift stakes, the Swiss are beaten only by the Irish at €894 (CHF1,100), Luxembourgers at €825 and Finns at €692.
This year, 39% of respondents plan to buy their Christmas presents online, up from 31% in 2012.
The importance of “M-commerce” – using mobile devices for online commercial transactions – continues to rise: 33% of Swiss consumers or about 61% of smartphone owners have used mobile devices for purchases and 46% plan to do so in the future.
“Developing a solid forward-looking M-commerce strategy will be essential for retailers as this channel gains momentum,” believed Howard da Silva, consumer business industry leader at Deloitte.
Also, cross-border shopping in the eurozone remains attractive: 48% of Swiss consumers are planning to make Christmas purchases (partially) in euros. Nevertheless, this share has declined marginally compared with two years ago, due to the stability of the franc/euro exchange rate over this period.
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