{"id":79210,"date":"2024-01-25T13:37:32","date_gmt":"2024-01-25T12:37:32","guid":{"rendered":"https:\/\/www.nordnet.se\/blogg\/?p=79210"},"modified":"2026-03-10T16:47:54","modified_gmt":"2026-03-10T15:47:54","slug":"julhandeln-en-substitutjul-enligt-hui","status":"publish","type":"post","link":"https:\/\/www.nordnet.se\/blogg\/julhandeln-en-substitutjul-enligt-hui\/","title":{"rendered":"Julhandeln – en \u201csubstitutjul\u201d enligt HUI"},"content":{"rendered":"\n

Julhandeln i Sverige gick tr\u00f6gare \u00e4n i USA som slog nytt f\u00f6rs\u00e4ljningsrekord. Samma m\u00f6nster \u00e5terfanns \u00e4ven under k\u00f6pfesten Black Friday. Flera akt\u00f6rer st\u00e4ller nu sitt hopp om ett starkare 2024, d\u00e4ribland den svenska e-handeln som sticker ut negativt i en annars spretande statistik. Tittar vi utomlands \u00e4r ett annat gl\u00e4dje\u00e4mne brittisk detaljhandel.<\/strong><\/p>\n\n\n\n

HUI gjorde en m\u00e4tning i mitten av december som visade att julhandeln kunde komma att minska f\u00f6r f\u00f6rsta g\u00e5ngen p\u00e5 tio \u00e5r. Prognosen l\u00e5g p\u00e5 en minskning med 3 procent i december, eller i niv\u00e5 med julen 2021. I absoluta tal skulle det handla om ett bortfall p\u00e5 2,5 miljarder kronor. Svensk Handel \u00e5 sin sida r\u00e4knade med ett bortfall p\u00e5 0,5 miljarder kronor.<\/p>\n\n\n\n

En analytiker p\u00e5 HUI lyfter fram att hush\u00e5llen planerade f\u00f6r sina ink\u00f6p mer noggrant denna g\u00e5ng och till en billigare peng och kallade 2023 \u00e5rs upplaga f\u00f6r en “substitutjul”.<\/p>\n\n\n\n

N\u00e5gon totalsiffra har \u00e4nnu inte kommit och delkomponenterna spretar friskt. Vi kan b\u00f6rja med att konstatera att den svenska e-handeln backade 10 procent i december j\u00e4mf\u00f6rt med \u00e5ret innan, enligt siffror fr\u00e5n Svensk Handel. E-handeln omsatte 15,7 miljarder kronor.<\/p>\n\n\n\n

– Julhandeln, som vanligtvis \u00e4r en h\u00f6jdpunkt f\u00f6r e-handeln, lyckades inte v\u00e4nda trenden detta \u00e5r, s\u00e4ger Per Ljungberg, innovationschef p\u00e5 Svensk Handel.<\/p>\n\n\n\n

Sammantaget f\u00f6r 2023 minskade e-handelns oms\u00e4ttning med 8 procent i l\u00f6pande priser j\u00e4mf\u00f6rt med hel\u00e5ret 2022.<\/p>\n\n\n\n

Hos Svensk Dagligvaruhandel var tong\u00e5ngarna mer positiva. Dagligvaruhandeln steg 6,1 procent i december, enligt branschorganisationen.<\/p>\n\n\n\n

– Detta \u00e4r i sig goda nyheter, men det ekonomiska l\u00e4get \u00e4r fortfarande tufft f\u00f6r m\u00e5nga hush\u00e5ll. Dagligvaruhandeln m\u00f6ter nu, i kombination med de \u00f6kade kostnaderna, konsumenter med minskad k\u00f6pkraft, vilket p\u00e5verkar redan l\u00e5ga marginaler negativt, s\u00e4ger Karin Brynell, vd p\u00e5 Svensk Dagligvaruhandel.<\/p>\n\n\n\n

Tj\u00e4nstebolaget Voyado som analyserat 70 miljoner transaktioner inf\u00f6r jul noterade att allt fler svenskar bytte e-handeln mot butik och att m\u00e5nga v\u00e4ljer kvalitet framf\u00f6r kvantitet. Dyrare kl\u00e4dm\u00e4rken sticker ut.<\/p>\n\n\n\n

Svensk Handel som l\u00e4mnar statistik \u00f6ver fler delindex konstaterar genom Stilindex att kl\u00e4dhandeln \u00f6kade 0,3 procent i december j\u00e4mf\u00f6rt med \u00e5ret innan, medan skohandeln var upp 1,9 procent.<\/p>\n\n\n\n

– Nytt \u00e5r kan inneb\u00e4ra nya m\u00f6jligheter, men utmaningarna \u00e4r fortsatt stora f\u00f6r f\u00f6retag inom modebranschen. Kunderna h\u00f6ll redan innan det nya \u00e5ret h\u00e5rt i pl\u00e5nboken, och vi tror att de kommer h\u00e5lla \u00e4nnu h\u00e5rdare i den nu under det f\u00f6rsta kvartalet 2024, s\u00e4ger Sofia Larsen som \u00e4r vd p\u00e5 Svensk Handel.<\/p>\n\n\n\n

Julhandeln slog nytt rekord i USA<\/strong><\/h2>\n\n\n\n

Vi g\u00e5r \u00f6ver till USA d\u00e4r julhandeln steg med 4,9 procent och slog nytt rekord. Under tv\u00e5 m\u00e5nader omsatte julhandeln 2300 miljarder kronor, enligt Adobe Analytics.<\/p>\n\n\n\n

En stor del h\u00e4nf\u00f6rs till kraftiga rabatter inom elektronik, leksaker och kl\u00e4der. Betalmetoden “K\u00f6p nu, betala senare” blev ocks\u00e5 mer popul\u00e4r.<\/p>\n\n\n\n

En annan trend har n\u00e5tt sin tipping point. Det \u00e4r nu vanligare att handla via mobilen \u00e4n datorn i USA, enligt unders\u00f6kningen. Totalt stod mobilk\u00f6pen f\u00f6r 51,5 procent av e-handeln.<\/p>\n\n\n\n

Vad g\u00e4ller detaljhandeln steg den 0,6 procent i december j\u00e4mf\u00f6rt med samma m\u00e5nad \u00e5ret innan. Det var samtidigt mer \u00e4n v\u00e4ntade 0,4 procent, enligt Bloombergs konsensus.<\/p>\n\n\n\n

“Ser optimistiskt ut f\u00f6r 2024”<\/strong><\/h2>\n\n\n\n

Vi g\u00e5r \u00f6ver till Sverige igen och tittar fram\u00e5t: Swedbank och Sparbankerna som var inne p\u00e5 samma linje att julhandeln skulle minska v\u00e4drade samtidigt optimism. 23 procent av hush\u00e5llen f\u00f6rutsp\u00e5dde i deras unders\u00f6kning att deras ekonomi kommer att se b\u00e4ttre ut i \u00e5r. Detta \u00e4r faktiskt b\u00e4ttre \u00e4n i m\u00e4tningen f\u00f6r ett \u00e5r sedan d\u00e5 17 procent av de tillfr\u00e5gade bed\u00f6mde att deras ekonomi skulle se b\u00e4ttre ut under det kommande \u00e5ret.<\/p>\n\n\n\n

Positivt f\u00f6r brittiska detaljhandlare<\/strong><\/h2>\n\n\n\n

Tittar vi specifikt p\u00e5 Storbritannien som kopplat loss sig fr\u00e5n EU, s\u00e5 h\u00f6jde den st\u00f6rsta dagligvarukedjan Tesco sin hel\u00e5rsprognos efter att den j\u00e4mf\u00f6rbara f\u00f6rs\u00e4ljningen stigit 6,8 procent under sex veckor fram till 6 januari.<\/p>\n\n\n\n

Mark & Spencer som har Storbritannien som hemmamarknad \u00f6kade oms\u00e4ttningen 8,5 procent, eller 8,1 procent i j\u00e4mf\u00f6rbar f\u00f6rs\u00e4ljning. Den starka julhandeln gav bolaget st\u00f6rre hopp om att n\u00e5 hel\u00e5rsm\u00e5len.<\/p>\n\n\n\n

Stark Black Friday-trend i USA – svagare i Sverige<\/strong><\/h2>\n\n\n\n

Om vi g\u00e5r \u00f6ver till Black Friday-veckan, med efterf\u00f6ljande Cyber Monday s\u00e5 s\u00e5g USA en starkare trend \u00e4n Sverige, \u00e4ven d\u00e4r. Adobe Analytics r\u00e4knade d\u00e5 med att Cyber Monday skulle kvarst\u00e5 som den st\u00f6rsta shoppinghelgen och oms\u00e4tta 12 miljarder dollar, eller en \u00f6kning med 6,1 procent j\u00e4mf\u00f6rt med \u00e5ret innan.<\/p>\n\n\n\n

F\u00f6rs\u00e4ljningen under Black Friday \u00f6kade samtidigt med 7,5 procent till 9,8 miljarder vilket var h\u00f6gre \u00e4n f\u00f6rv\u00e4ntningarna. F\u00f6r amerikansk del tillkom \u00e4ven en rusch inf\u00f6r Thanksgiving-helgen.<\/p>\n\n\n\n

Adobe Analytics unders\u00f6kningar \u00e4r breda och innefattar omkring 85 procent av de 100 st\u00f6rsta retailakt\u00f6rerna i USA.<\/p>\n\n\n\n

F\u00f6r svensk del var Black Friday en besvikelse i handlarnas \u00f6gon d\u00e5 den minskade med 15 procent i l\u00f6pande priser och stannade p\u00e5 14,3 miljarder kronor. Enligt Svensk Handels e-handelsindikator handlade dock en lika stor andel av svenskarna under k\u00f6pfesten, 72 procent.<\/p>\n\n\n\n

– November blev inte det lyft f\u00f6r e-handelssektorn som vi hade hoppats p\u00e5. Det beror sannolik p\u00e5 att det var “rea p\u00e5 n\u00e4tet i princip hela m\u00e5naden, kommenterade Svensk Handel.<\/p>\n","protected":false},"excerpt":{"rendered":"

Julhandeln i Sverige gick tr\u00f6gare \u00e4n i USA som slog nytt f\u00f6rs\u00e4ljningsrekord. Samma m\u00f6nster \u00e5terfanns \u00e4ven under k\u00f6pfesten Black Friday. Flera akt\u00f6rer st\u00e4ller nu sitt hopp om ett starkare 2024, d\u00e4ribland den svenska e-handeln som sticker ut negativt i en annars spretande statistik. Tittar vi utomlands \u00e4r ett annat gl\u00e4dje\u00e4mne brittisk detaljhandel. HUI gjorde en […]<\/p>\n","protected":false},"author":40081,"featured_media":79211,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ghostkit_customizer_options":"","ghostkit_custom_css":"","ghostkit_custom_js_head":"","ghostkit_custom_js_foot":"","ghostkit_typography":"","_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","footnotes":""},"categories":[4048],"tags":[],"class_list":["post-79210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nyheter-handelser"],"acf":[],"all_images":{"thumbnail":{"src":"https:\/\/blogg.nordnet.se\/wp-content\/uploads\/2024\/01\/julhandeln-150x69.jpg","width":150,"height":69,"crop":true,"srcset":"https:\/\/blogg.nordnet.se\/wp-content\/uploads\/2024\/01\/julhandeln-150x69.jpg 150w, https:\/\/blogg.nordnet.se\/wp-content\/uploads\/2024\/01\/julhandeln-620x286.jpg 620w, 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