Norwegians are entering the Christmas shopping season with relatively strong purchasing power, and previous surveys show that November is a month when the willingness to buy increases. At the same time, the holiday shopping season starts early, spans several months, and involves many purchasing decisions. This gives advertisers more opportunities to influence consumers. What does this mean for you as you seek to win over customers during the year’s most important shopping season?
Consumers have purchasing power, and November brings an increased willingness to buy
Schibsted's September 2026 population survey shows that 39 percent are optimistic about their household's finances over the next year, compared with 21 percent who are pessimistic. As many as 53 percent rate their purchasing power as good or very good.
And as the Christmas shopping season approaches, something interesting happens with consumers' expectations.
Historical data from Schibsted’s consumer survey show that November stands out as a month when more people expect to increase their spending. In November 2025, 26 percent responded that they expected to purchase more consumer goods and services than usual for this time of year.
This shows that the Christmas shopping season is a time when many people are willing to spend money, and when advertisers have a good opportunity to influence what that money is spent on.
Christmas shopping starts early, but most gifts are bought later
When should the Christmas campaign actually start? If we look at what Norwegians actually did during Christmas 2025, we find an interesting pattern. 21% started their Christmas gift shopping even before November. Another 41% started during November. That means a full 62% had started their Christmas gift shopping before December.
But even though many people start early, not all gifts are purchased right away. The largest single group, 31%, bought most of their Christmas gifts during the first or second week of December. This shows why Christmas shopping should be viewed as a longer purchasing journey, not as a single sales period.
Early in the season, the focus is on inspiring customers and building brand preference. As the shopping season approaches, clear product benefits, great deals, and specific gift ideas become more important.
Black Week is important, but Christmas shopping is bigger
Many people don’t make up their minds until later in the sales period. In September 2026, 21% plan to shop during Black Week, while 29% are still undecided. Last year, 42% ended up shopping—twice as many as had planned to do so in advance. The figures are taken from two separate surveys but illustrate just how big the difference can be between planned and actual purchasing behavior.
At the same time, 66% of those who are planning or considering shopping are keeping their purchase plans open and waiting to see what deals are available. And Black Week is far from covering all Christmas shopping. Last year, 42% of those who shopped during the sales days bought less than half of their Christmas gifts during this period.
For you as an advertiser, this means it's important to be visible before, during, and after the sales days.
Many gifts, and cross-channel shopping
Christmas shopping consists of many individual purchases. In 2025, 38% bought between 6 and 10 Christmas gifts, while 33% bought 11 or more.
And Christmas gifts are purchased both online and in brick-and-mortar stores. 41% bought about half or more of their Christmas gifts online, while 28% did not buy any Christmas gifts online.
For you as an advertiser, this means that digital visibility can be relevant regardless of where the purchase is ultimately made. It’s about reaching customers when they’re looking for inspiration, evaluating options, and making a decision.
Four Strategies to Win Over Christmas Shoppers in 2026
- Start early and build brand preference: With one in five people starting their Christmas shopping before November, it’s important to be visible early on. Inspire customers with gift ideas, build brand awareness, and make sure your brand is among the options when customers start looking around.
- Give customers good reasons to choose you: Many people have purchasing power but are cautious about how they spend their money. Clearly highlight the product’s benefits, quality, and value so that consumers feel the purchase is worth the money.
- Be visible when purchasing decisions are made: Many people keep their purchasing plans open, especially during sales events. Use specific products, relevant offers, and clear selling points to make it easier for them to choose.
- Think about the entire holiday shopping season—not just Black Week: Holiday shopping doesn’t stop after Black Friday. The largest group bought most of their gifts in the first half of December. Therefore, maintain your visibility and tailor your messaging throughout the entire period.
Do you want to make this year's Christmas campaign more effective?
We help you turn your insights into communication that builds brand preference, generates interest, and makes it easier for your brand to be chosen.