Less than half of Singaporeans like their Christmas gifts: SAP Hybris

Less than half (49 per cent) of the Singaporeans surveyed liked the Christmas gifts they received in the past three years, probably because their well-intentioned associates went about their shopping last-minute and without proper planning, according to a study by e-commerce solutions provider SAP Hybris.

In its Singapore Christmas Shopper survey commissioned last month, SAP Hybris found that 39 per cent of all respondents picked their gifts as they browsed the stores, 17 per cent purchased whatever was convenient while 16 per cent simply chose the same gift for everyone.

Nearly a fifth (19 per cent) of the 1,000 Singapore consumers surveyed online did not receive a Christmas gift last year, while a quarter (24 per cent) did not have a habit of doing so.

Among those who would pony up for the festive season, 69 per cent said they would try to personalise gifts for close friends and family, driving home the need for retailers to boost contextual marketing efforts.

The survey also offered some hope for a downbeat retail scene in Singapore. It found that two in five (39 per cent) still enjoy browsing through stores.

Singapore shoppers are instead looking for a “hybrid” experience in their shopping experiences, with 68 per cent preferring a physical store coupled with e-commerce and mobile apps, and 54 per cent desiring self pick-up services at a physical store.

Ever the bargain hunters, nearly two-thirds (65 per cent) of the Singapore shoppers surveyed said free shipping would really enliven their Christmas shopping experience.

The findings reflect the growing popularity of e-commerce in Singapore in recent years. Temasek and Google estimates the e-commerce market here to be worth S$7.46 billion and make up 6.7 per cent of all retail sales by 2025.

Check out the Techgoondu Holiday Gift Guides for some ideas before heading to the shops!