Poles are expected to flock to stores for their Christmas grocery shopping in the week leading up to the holidays. This year, 33.8% of consumers plan to shop during this period, which is an increase compared to last year. Additionally, 28.2% of respondents intend to do their shopping just a few days before Christmas, marking another rise compared to previous years.
Interest in physical stores has increased by 4.2 percentage points (p.p.) year-over-year (YoY). As a result, the popularity of hybrid and online shopping has declined by 4.5 p.p. and 1.6 p.p., respectively. This year, a significant 74.6% of Poles will opt for traditional brick-and-mortar stores.
Peak Shopping Periods
According to a recent survey conducted by Grupa BLIX and UCE RESEARCH, the busiest period for holiday grocery shopping will be the week before Christmas, with 33.8% of respondents planning to shop then (compared to 32.7% last year). Additionally, 28.2% of consumers plan to shop just a few days before Christmas (up from 21.2% the previous year).
Other shopping periods include:
- Two weeks before Christmas: 20.5% of consumers (compared to 18% last year).
- Early December: 11.1% (a significant drop from 22.4% in 2023).
- Undecided: 3.7% (slightly down from 3.9%).
- No preference: 2.7% (up from 1.8%).
Why Poles Delay Their Holiday Shopping
“Poles are increasingly postponing their largest grocery shopping trips to the last week before Christmas,” explains Marcin Lenkiewicz, co-author of the study from Grupa BLIX. “This is mainly due to the desire to take advantage of attractive promotions, which retailers intensify during this period. Price pressures further motivate consumers to maximize discounts, particularly for fresh products that require shorter storage times.”
Łukasz Moszyński from Grupa BLIX notes the significant decline of 11.3 p.p. in early December shopping plans. “This shift allows consumers to avoid the risk of purchasing products at higher prices before holiday promotions are introduced. Additionally, Poles are showing greater caution in planning their budgets, delaying purchases until they have a clearer view of their December finances,” Moszyński explains.
Preference for In-Store Shopping
The survey indicates that 74.6% of respondents prefer in-store shopping (compared to 70.4% last year). Meanwhile:
- 21.4% plan to split their shopping between online and offline (down from 25.9%).
- 1.9% of respondents said it doesn’t matter where they shop (previously 0.5%).
- 1.4% will shop exclusively online (down from 3%).
- 0.8% remain undecided (previously 0.2%).
“The 4.2 p.p. increase in the popularity of in-store shopping is driven by several factors. Facing price pressures, Poles find it easier to compare prices, take advantage of short-term promotions, and assess the quality of food products in physical stores. In-person shopping also has an emotional component, often associated with building the Christmas atmosphere,” adds Marcin Lenkiewicz.
Decline in Online and Hybrid Shopping
The study also shows a return to traditional shopping habits post-pandemic, which had previously boosted e-commerce. Interest in hybrid and online shopping has decreased by 4.5 p.p. and 1.6 p.p., respectively. According to Łukasz Moszyński, this decline may be due to higher delivery costs and a reluctance to plan purchases too far in advance.
“This doesn’t necessarily mean a weakening of e-commerce in grocery shopping but rather a temporary adjustment to current market conditions,” Moszyński explains.
Holiday Shopping and Tradition
“Holiday shopping has a unique, traditional aspect. Consumers often prefer to choose products themselves, especially fresh items, which gives them greater confidence in quality. While e-commerce remains important, its growth in the FMCG segment can fluctuate, particularly during periods of heightened price sensitivity,” concludes Marcin Lenkiewicz.
Survey Methodology
The survey was conducted from November 29 to December 6, 2024, by UCE RESEARCH and Grupa BLIX using the CAWI method on a sample of 1,019 respondents responsible for household shopping. Results were compared with a previous survey conducted in the same period on a sample of 1,032 consumers.
Source: CEO.com.pl
