The biggest increase in demand for New Year's shopping this year is for souvenirs and personalized products, New Year's baskets, decorative items and specially designed gifts.
Hakan Çevikoğlu, President of Electronic Commerce Operators Association (ETİD) and General Manager of PttAVM, said in his statement that November and December are the two critical periods that increase e-commerce volumes the most in Türkiye.
Explaining that the high demand that started with the November campaigns continued to increase in December with gift purchases, New Year preparations and seasonal needs, Çevikoğlu said: “We expect a volume of around 500 billion lira in November and a high volume again in December. Therefore, we expect a total e-commerce volume of close to 1 trillion lira to be reached in the last quarter of the year.” he said.
Pointing out that the e-commerce volume in the country will be about 3 trillion lira in 2024, Çevikoğlu said: “The fact that a volume of almost 1 trillion lira will be created in the October-November-December period alone clearly shows the speed of the sector's growth and the strategic importance of the year-end season.” he said.
Stating that e-commerce campaigns are no longer limited to a single day or a single week, Çevikoğlu said that due to the more planned and comparative evolution of consumer behavior, platforms are implementing a gradual campaign model that extends from November to the end of December, and continued as follows:
“Due to New Year's shopping, December drives critical volume as does November. For this reason, price savings, fast delivery solutions and category-based discounts remain in place throughout December. Campaigns continuing in the December period, particularly after 'Cyber Monday', special discounts for the longest night of the year and end-of-season offers are among the factors supporting consumer demand.”
In this busy calendar, the week “Last Market of the Year, Türkiyes Market” that we organize every year as PttAVM has become one of the strongest promotional periods in December. We expect a significant portion of the total volume we expect in December to occur this week. “Our aim with this period is to ensure that businesses manage their inventories efficiently as we approach the end of the year and that our citizens have access to the highest quality products at the most affordable prices.”
“Interest in board games also increases during this period.”
Stating that New Year's shopping has a more gift- and personal-product-focused structure compared to November, Hakan Çevikoğlu said: “The variety of products is increasing significantly as consumers shop for both themselves and their loved ones. This year, we have seen the largest increase in demand for souvenirs and personalized products, New Year's baskets, decorative items and specially designed gifts. Small household appliances and electronic products, which gained momentum in November, also enjoy strong demand in the New Year period.” he said.
Pointing out that the fashion and accessories category also stands out in the New Year period, Çevikoğlu said that New Year-themed sweaters, pajama sets, blankets, hats and mugs particularly stand out in this category.
Stating that cosmetics, personal care appliances, perfumes and gift sets are among the product groups that are increasing demand, Çevikoğlu continued with his words as follows:
“In home and room decoration, lighting, candles, home fragrances, artificial pine trees, ornamental accessories and costumes are important items of New Year's shopping. In addition, this period also sees an increase in interest in board games, which have become a part of the New Year's tradition. Consumer purchases, which generally focus on technology and clothing throughout the year, combine with gift preferences in December, resulting in strong demand for a wider range of products.”
“We expect Turkey’s e-commerce volume to exceed 5 trillion lira this year.”
ETİD President Çevikoğlu stated that e-commerce volume in Turkey is expected to exceed 5 trillion lira this year.
Çevikoğlu said:
“E-commerce and e-export are so closely intertwined that they cannot be considered separately. This dynamic that we have achieved in e-commerce is now directly reflected in e-export. The maturation of growth in the domestic market, the strengthening of digital infrastructure and the more effective integration of our SMEs into the platform economy make Türkiye a country that not only meets domestic demand but also delivers products to the whole world through digital channels. Our vision of “One Turkish product for every table” is exactly the right thing. At the heart of this transformation is the globalization of the Turkish manufacturer. “We consider it a strategic priority to be more visible, more competitive and stronger in the markets.”
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