During the last week of November, as retailers attracted shoppers with impressive discounts and exclusive offers, Lithuanians, Latvians, and Estonians actively shopped online. It became evident that Lithuanians were particularly drawn to household goods, coffee, cosmetics, and products from China, while Baltic consumers shop online differently from those in Western, Central European, and Balkan countries.
1 in 2 Lithuanians shops online at least once a month
Kristina Sušinskaitė, Venipak’s Head of Marketing and Communications for the Baltic States, stated that online shopping has become a habit—1 in 2 Lithuanians shops online at least once a month. A survey commissioned by the company in October revealed that women, 18–39-year-olds, and residents of major cities such as Vilnius and Kaunas shop online even more frequently—once a week.
Meanwhile, major discount days, such as Black Friday, are eagerly anticipated. For instance, during the last week of November this year, increased purchasing activity and a rise in shipment volumes were observed in the Baltic countries.
“Compared to regular November days, the overall shipment volume during the major discount days in the Baltic States increased by several dozen percent. The highest shipment volumes were recorded in major cities: Vilnius, Kaunas, and Klaipėda in Lithuania; Riga, Daugavpils, and Jelgava in Latvia; and Tallinn, Tartu, and Pärnu in Estonia,” said K. Sušinskaitė.
November became a discount marathon
Paysera, a company processing payments for approximately 13,000 online stores, reported that during the Black Friday weekend, shoppers’ online store expenses increased by 9% compared to a typical November day.
“November has turned into an uninterrupted discount marathon—retailers have extended the duration of promotions to find new ways to reach shoppers, making Black Friday a month-long phenomenon. The extended promotion season likely contributed to a less dramatic increase in purchases during the Black Friday weekend, as some shoppers had already bought desired items during Singles’ Day or other discount events, while others may have waited for Cyber Monday,” said Justina Šidlauskienė, Paysera’s Deputy CEO.
Shoppers plan purchases and Christmas gifts in advance
According to K. Sušinskaitė, nearly half a million shipments were recorded in the Baltic countries during the last week of November alone:
“We continue to observe the trend of increased online shopping at the end of the year—people plan purchases in advance and look for the best price offers, likely aiming to prepare for Christmas. The wide assortment of online stores and convenient delivery options—directly to their home or the nearest parcel locker—allow shoppers to avoid traffic jams or long queues in physical stores.”
Lina Jakimova, Head of C&D Style, agrees. She noted that major discount days always bring an increase in shopper traffic:
“Many clients wait for these traditional discount days, plan their purchases, and start preparing for the year-end holidays as early as November,” said L. Jakimova.
Popular purchases: coffee and household goods
According to K. Sušinskaitė, the online shopping habits of Lithuanians, Latvians, and Estonians were similar during the last week of November: household goods, electronics, coffee, and products from Chinese online stores were actively purchased across the Baltic region.
“During major sales, our network’s cosmetics stores see a surge in sales of popular products. These include almond shower oil, shea butter hand cream, immortelle night face serum, and, of course, advent calendars, which only appear in October and are very popular,” said L. Jakimova.
For home décor and interior goods, customers often choose home fragrances, tableware, and Christmas ornaments, which are the main attraction every season.
She added that the cosmetics network attracts more online shoppers than the home décor and gifts-oriented store:
“Clients prefer waiting for deliveries over standing in shopping center queues. Additionally, they often shop online to replenish used cosmetic products or place orders for items they’ve already examined in physical stores.”
For home décor items, customers often want to touch, evaluate the size, and see the true colors, which may explain why online sales account for only 15% of total revenue for the home décor network. However, during the holiday season, sales double.
Payment habits in the Baltic States
According to J. Šidlauskienė, compared to the average purchase value of €61 on a typical November day, the average increased slightly to €63 over the Black Friday weekend.
She also highlighted that Baltic consumers have distinct payment habits. In this region, the vast majority of buyers pay for their purchases at the time of order—unlike in some Central European and Balkan countries, where it is more common to pay upon receipt.
During the promotion and special offer weekend, 78% of buyers chose to pay through online banking, while card payments, which dominate in Western Europe, accounted for only 5% of all paid shopping carts in the Baltic States.
“Consumers increasingly shop using phones or other smart devices, and payment methods like Apple Pay and Google Pay are also gaining popularity. Therefore, online stores should consider adapting to these changing customer habits,” noted J. Šidlauskienė.
Parcel lockers preferred by women
K. Sušinskaitė stated that more and more shoppers are opting to collect packages from parcel lockers:
“This is a growing trend we’ve observed in Lithuania since 2021. Our survey data revealed that parcel locker delivery is more often chosen by women, 18–39-year-olds, higher-income residents of major cities, and those with minor children. The ability to flexibly pick up parcels as part of a daily route—on the way to or from work, daycare, or a walk with a pet—is a significant advantage over waiting for a courier at home at a specific time.”
She also emphasized the importance of planning holiday shopping in advance:
“If Christmas shopping is postponed to the last minute, shoppers should pay attention to retailers’ shipping deadlines. Smooth delivery depends not only on the courier company but also on the buyer’s planning and the role of online stores in preparing parcels for shipment to the courier.”