Insights + interviews

Singaporeans are not satisfied with their Christmas presents

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SAP Hybris Singapore Christmas Shopper survey reveals that 51 percent of Singapore consumers were dissatisfied with the Christmas gifts they received over the last three years

More than 1,000 consumers in Singapore were surveyed to uncover their Christmas shopping habits. Reasons for the dissatisfaction was most likely due to a lack of planning by Singaporeans. The survey found that many do not create shopping lists ahead of time with 39 percent of respondents making purchases only when browsing in-store and 17 percent buying whatever is convenient.

Despite Christmas seemingly being the season of good cheer and presents, 19 percent of respondents did not even receive a gift…over the last three years!

Maybe it has something to do with touching and feeling the potential Christmas present? 68 percent of respondents shared that they refer retailers with a physical store coupled with both e-commerce and mobile app as well as those who offer self-pickup services at the store (54 per cent). Shoppers are also a fussy lot with 65 percent stating they believe their Christmas shopping experience can be improved with free shipping.


When asked to rank the importance of retail offerings, the research also found that Singapore shoppers want cross-channel options more than new-age services like digital wallets and augmented reality store experiences. When it comes to Christmas shopping, Singaporeans prefer retailers with a physical store coupled with both e-commerce and mobile app (68 per cent), as well as those who offer self-pickup services at physical store (54 per cent). In addition, 65 per cent of respondents stated that retailers can improve their Christmas shopping experience by offering free shipping, 48 per cent believed on-time delivery would be a benefit, and 41 per cent noted that gift customization would signal yet another improvement.

Nicholas Kontopoulos, Global Vice President of Fast Growth Markets for SAP Hybris in the Asia Pacific region shared: “Singapore is a truly multi-channel market, where most consumers are using a combination of devices in their online and offline shopping. The findings also point us to a future where offline and online shopping are no longer two separate business models.”



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