Extra leave and continued affluent households lays the foundation for HUI's forecast that the Christmas sales will hit a record again this year. While customers are busy finding the best presents and the best food there is an ongoing battle between the companies. Do you take the chance and increase your market share or are you outrun but by the competition?
If you want to see how you measure up against your competitors you can easily register for Wrapp for Business. There you choose which companies you want to measure yourselves against and get valuable insights about. The data is based on more than 175,000 Swedish Wrapp users' daily consumption with their credit/debit cards.
When looking at the change between November and December in 2017 it shows that all categories grew except motor (tire change in November). Unsurprisingly Kids & Toys stands for the biggest change in percent. Sales in November this year is consistent with last year's figures in many categories, can we expect the same boost in December this year?
Kids & Toys is perhaps the segment that suffered the most changes since last year, partly because of increased online competition but probably mainly because of changed consumption patterns among young people and children. The digitization of online games is now having a real breakthrough and not even a great Christmas will save all the industry stakeholders.
Market leader Stadium dropped a few percent month-on-month last year, and are also down year-on-year when it comes to the Wrapp users. Nike's sales increased more than fourfold during the Christmas season last year but has dropped significantly when you see sales during November 2018. How is it going in sports race this year?