Today’s E-Monday (E-smaspäev) marks the beginning of the busiest parcel delivery season of the year, during which online orders and parcel volumes rise sharply. A Baltic-wide consumer survey conducted by SmartPosti in October shows that the majority of people planning to buy Christmas gifts begin their shopping already in November.
According to the survey, 31% of Estonians, 33% of Latvians, and 37% of Lithuanians buy gifts 1–2 months before Christmas. Meanwhile, 22% of Estonians and 25% of Latvians and Lithuanians leave their gift shopping to two to four weeks before the holidays. This means that the peak time for online Christmas shopping has already begun.
The study also reveals a clear trend: online ordering has become a common practice when it comes to Christmas gifts. 21% of Estonians, 24% of Latvians, and 31% of Lithuanians prefer to buy gifts from online stores rather than physical ones. November discount campaigns such as E-Monday, Black Friday, and Cyber Monday are followed especially actively, as they represent the largest online sales period of the year.
SmartPosti’s survey shows that compared to Latvians and Lithuanians, Estonians are more price-sensitive when buying Christmas gifts. Among Estonians, the highest number of respondents say they always wait for discount campaigns. In Estonia and Lithuania, the most active campaign followers are 18–29-year-olds, while in Latvia, the most conscious holiday shoppers are 30–39 years old. The 18–39 age group also includes the highest number of early planners who begin their shopping months before the holidays.
When shopping for Christmas gifts online, the most important factor influencing the purchase decision is a lower price. This is considered important by 51% of Estonian, 48% of Latvian, and 55% of Lithuanian consumers. Another key reason why people prefer e-commerce is the convenient location of parcel lockers. This was mentioned as a factor by 34% of Estonians, 33% of Latvians, and 37% of Lithuanians.
“Today’s E-Monday marks the beginning of the e-commerce peak season, when parcel volumes grow rapidly and the busy period lasts until Christmas. The number of parcels sent via SmartPosti doubles every year in November and December compared to regular months. It’s the most intense – but also the most anticipated – time of the year for us. To ensure Christmas gifts arrive on time, we recommend placing orders early and planning purchases by the second or third week of November, before December’s peak hits,” said Sander Borodkin, Head of Sales at SmartPosti.
According to Borodkin, SmartPosti has taken thorough steps to prepare for the high season: “We have expanded our parcel locker network and hired additional staff at our sorting center. For example, during the busiest time of the year, additional personnel are sent to refill the most in-demand parcel lockers on-site, ensuring fast and smooth service even with increased volumes.” He added that the newly opened sorting center, launched this year, provides additional confidence as it has doubled the company’s sorting capacity.
“In the Baltics, nearly half of the population already buys at least half of their Christmas gifts online. Good pricing and convenient pickup continue to be the most important factors. SmartPosti has kept its pricing stable this year. Thanks to that, we aim to offer consumers affordable delivery to our convenient indoor parcel lockers – even for temperature-sensitive products. When people plan their orders wisely, all parcels will be delivered on time, and the holidays can arrive stress-free,” Borodkin added.
SmartPosti also encourages parcel recipients to pick up their parcels as soon as possible during the peak season. This helps free up space for new parcels so that everyone receives their holiday orders on time.
The consumer survey commissioned by SmartPosti was conducted in October and included responses from 751 Estonian residents.