Poles' Christmas shopping habits change every year. In 2021, we saw almost a quarter more people in shopping malls in the pre-Christmas period than last year. We analyzed the purchasing habits of mobile users in the first half of December.
Using the proprietary Selectivv tools, our research team determined changes in consumer behavior, comparing them to data from a year ago, from the same period. The data used for the analysis come from the Big Data Selectivv set. They were obtained as a result of displaying ads in the mobile channel and from application publishers. The research period lasted from 1 to 15 December 2020 and 2021. There was an increase in people visiting shopping malls in the analyzed period compared to 2020. As much as 23.76% more people went shopping in shopping centers than last year. An increase of 16.48% was also found among people who went shopping at discounters. There was a 3.26% decrease in people visiting DIY stores (construction, DIY) compared to the previous year.
Additionally, we were able to define users' online and offline behavior before Christmas. There was an increase in the share of online shopping compared to the previous year among men (by 4.78%). In turn, among women, we observed an 11.76% increase in the share of offline purchases year on year.
CO-CEO Selectivv, Aleksander Luchowski, about our research in this area, says: Our research shows that Poles went to shopping malls despite the next wave of the pandemic. This may indicate that the restrictions do not impress anymore, as the possibility of infection may result from vaccination and a sense of security. The rise in prices did not stop this trend. Every year we observe an increase in the number of people who visit shopping malls, but this year's growth surprised us.
We invite you to read the Rzeczpospolita article na temat naszych badań. To nie pierwszy raz, kiedy zajmujemy się badaniem zwyczajów zakupowych. Sprawdziliśmy między innymi, jak w długim okresie zakaz handlu w niedziele wpłynął na zmiany w zwyczajach zakupowych Polaków.
Selectivv website has its own DMP platform, under which we analyze and profile data on 14 million mobile of mobile devices in Poland. We use this information to implement campaigns and reach the right groups of users in precisely defined locations with the advertisement.
We constantly cooperate with the country's largest media houses and advertising agencies. We also provide services for individual clients. Our portfolio includes commercial projects implemented for retail chains, mobile operators, financial institutions, global brands, and the public sector.
