Ocean Outdoor Netherlands’ annual festive-season survey reveals that gift research begins well before December and that many brand choices are not made until shoppers reach the high street.

Dutch shoppers do not wait until December to start thinking about the festive season. More than half either keep an eye out for gifts throughout the year or begin searching one to three months in advance, while a further 36% start two to three weeks beforehand. Only a small group leaves it until the last minute. These findings come from Ocean Outdoor Netherlands’ annual festive-season survey, conducted in July 2026 among 413 Dutch adults aged 18 and over.

The survey demonstrates the widespread appeal of the festive season. Some 87% of Dutch consumers buy gifts for Sinterklaas or Christmas. Christmas is the biggest gift-giving occasion at 75%, followed by Sinterklaas at 57%. The search for these purchases begins well before stores reach their busiest period, meaning that many initial decisions are already made during the autumn.

Notably, physical stores continue to play a central role in the search for gifts. Some 85% also buy festive-season gifts in-store, while 61% find shopping during this period more enjoyable than ordering online. Furthermore, there is no single decisive shopping moment: 88% spread their gift purchases across multiple days, while 66% visit shopping areas more frequently in November and December than during the rest of the year.

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A significant proportion of purchasing decisions are made on the high street itself. For more than two-thirds of Dutch consumers, the final brand or product has yet to be decided for at least half of their gifts. They may know what type of gift they are looking for, but choose the specific brand only once they are in front of the shelf. These decisions are most often still open for personal care products, home gifts, chocolate, toys and clothing.

For brands, this shifts the moment at which they can make a difference. Amy Wittmaekers, Head of Research & Insights at Ocean Outdoor Netherlands, sees shoppers beginning their research weeks before December and entering shopping areas with an open mind. “Brand visibility along the route to the store represents an important opportunity during the consideration phase, while purchasing decisions can still be influenced,” Wittmaekers says.

For more insights read our ReadyMag Xmas in Summer.