European SMEs anticipate Strong Holiday Sales Growth, Driven by E-commerce Festivals
A recent survey indicates strong optimism among Europe’s small and medium-sized enterprises (SMEs) engaged in international trade, with the majority anticipating sales to exceed last year’s figures during the peak holiday season. The research, conducted in September 2025 by Mortar Research across nine European markets – the United Kingdom, France, Spain, Turkey, the Netherlands, Poland, Italy, Belgium, and Germany – polled 1,206 SMEs.
The study reveals that a important 86% of European SMEs view e-commerce shopping festivals like black friday, Cyber Monday, and Singles’ Day as important to their sales. Specifically, 54% consider these festivals “very important,” while an additional 32% see them as “somewhat important.” Businesses involved in both consumer and business goods trade demonstrate the highest level of agreement, with 94% recognizing the importance of these events. This figure remains strong for those dealing solely in consumer goods (84%) and business goods (77%).
“Our latest figures show a real sense of optimism from Europe’s SMEs for this Peak holiday season,” stated Wouter Roels, President at FedEx Europe. “A large majority anticipate sales to surpass last year’s figures, with e-commerce holiday festivals expected to act as a major catalyst for a strong Peak season. The findings challenge the assumption that festivals like Black Friday are purely catalysts for BTC – there are plenty of growth opportunities for Europe’s B2B businesses to capitalise on, too.”
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the full report from Mortar Research is available here.
Federal Express Corporation,the world’s largest express transportation company,delivers to over 220 countries and territories utilizing a global air-and-ground network for time-sensitive shipments.
Disclaimer: The details provided herein does not constitute legal, tax, finance, accounting, or trade advice, but is designed to provide general information relating to business and commerce. Its content,information,and services are not a substitute for obtaining the advice of a competent professional,such as a licensed attorney,law firm,accountant,or financial adviser.
