Holiday shopping trends in Estonia, Latvia, and Lithuania

The festive rush is about to begin in the Baltics, and the holiday shopping mood is already picking up. Thanks to the latest 2025 insights from SmartPosti and Norstat, we can see when people start hunting for gifts and which items are topping wishlists this season. Want to know more? Keep reading!

When people start shopping for gifts

Timing is crucial for holiday shoppers in the Baltics. According to SmartPosti, nearly a third of Estonians and Latvians, and over a third of Lithuanians, kick off their gift buying one to two months before Christmas. That makes late October the sweet spot for anyone wanting to get ahead of the crowd.

Meanwhile, many shoppers prefer to wait until closer to the holidays. About 22% of Estonians and 25% of Latvians and Lithuanians finish their gift buying just two to four weeks before Christmas.

Shopping in-store or online

The study also reveals a clear trend: online ordering has become increasingly popular for Christmas gifts in the Baltics. According to SmartPosti, 21% of Estonians, 24% of Latvians, and 31% of Lithuanians now prefer shopping online over visiting physical stores. 

In fact, E-commerce platforms have become the go-to destinations for holiday shoppers, especially during November discount events like E-Monday, Black Friday, and Cyber Monday, which attract lots of attention across the Baltics.

Most popular Christmas gifts in the Baltics

Baltic shoppers like a mix of traditional gifts and newer, trendier options. In Latvia, for example, a Norstat survey reveals that most people still favor tangible items purchased in stores, such as clothing, home goods, and cosmetics, which account for 53% of gifts. Gift cards and money remain a popular alternative to traditional presents, making up 17% of gifts, while edible treats like sweets and gourmet items are chosen by 20% of shoppers. Interestingly, experiences are becoming a go-to gift. Around 23% of Latvians are giving things like concert tickets, dinner dates, or other memorable outings.

Popular gifts in Latvia include:

- Clothing, home goods, and cosmetics: 53%

- Gift cards and money: 17%

- Edible treats: 20%

- Experiences (tickets, restaurant visits): 23%

Online stores like Notino are increasingly used for holiday shopping, offering convenience and a wide selection of beauty products and gift sets that complement in-store options. You’ll find everything from luxury perfume sets and nourishing skincare kits to pro-level hair-care packs and tiny beauty minis that are perfect for stockings, along with lots of other curated gift boxes.

Also, packaging is becoming a bigger part of the gift experience. Shoppers are opting for recycled paper, minimalist designs, reusable boxes, and other sustainable touches that feel thoughtful and reduce waste.

Here are some key trends in holiday shopping in the Baltics

Many people start buying gifts well before December, especially in Lithuania, while a sizable portion still waits until the last few weeks. Online shopping is steadily gaining popularity, with e-commerce events like Black Friday driving early purchases. When it comes to gifts, traditional items like clothing and home goods remain popular, but experiences and sustainable options are increasingly in demand. Overall, Baltic shoppers are balancing convenience, tradition, and thoughtful personalization more than ever before.