We asked our users across Europe how they are planning to shop for Christmas this year, read on to understand their preferences.
The holiday season traditionally marks peak consumer spending worldwide, being a busy – and profitable – season for retailers and brands everywhere.
Aiming to provide them with actionable insights to make the most of it, we conducted a study together with Offerista across Bulgaria, Hungary, Romania, Germany, Austria, Italy, France, and Spain1; asking our app users to tell us how they’re going to shop this season. Here are the top three findings.
Inflation is what worries Europeans the most this holiday season
Consumers across all markets are unanimous. Inflation is the main cause of their concern. The sentiment remains consistent across all surveyed nations, with particularly high anxiety levels noted in France, Romania, and Spain2.
As a direct outcome of this, consumers will limit their spending in certain areas such as restaurants, clothing and furniture. Meanwhile, food and drinks are one category where consumers are reluctant to tighten their purse strings3. Germans seem to be the least likely to cut back on their spending, with 19% showing no intent to trim their expenses. On the other hand, Italians appear the most prepared to make budget adjustments (97%).
Shoppers won’t renounce on Christmas gifts, but they will choose them more wisely
When it comes to choosing Christmas gifts, value for money and promotional offers emerge as key determinants for European shoppers. Only 10% of respondents flagged that they are not interested in Christmas discounts.
Regarding what to buy, the majority of the respondents will choose clothes, shoes, accessories, food and beverages. In third and fourth place are toys and cosmetics/perfumery4.
French respondents prove to be the most prepared, kicking off their Christmas shopping as early as November. In contrast, those in Bulgaria and Romania are likely to continue their shopping sprint right up until the final week5.
People will plan their shopping online and they will buy offline
In their quest for the best festive deals, most consumers are heavily relying on online sources. Interestingly, though, the actual purchases are set to be a mix of online and physical shopping (47%). 44% of Europeans will choose purely offline shopping, while only a minimal 8% of respondents plan to shop exclusively online6.
When it comes to the preferred payment method, debit/credit card is the top choice among the French (71%). However, in several other European countries, cash is more favored, particularly in Germany (59%), Austria (59%), Bulgaria (58%), Romania (54%), and Spain (50%)7.
Even if preferences can vary from country to country, a pattern emerges: shoppers are cautious about spending. They are still going to shop, but smarter.
In order to meet their expectations, retailers and brands should be present when and where people are planning their shopping, online. Distributing their promotions and offers with the right message on the right channel is crucial to guide consumers online along the whole journey, from home to store.
Sources
1 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023.
2 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “Although the holidays are approaching, are there any issues that are worrying you right now?“
3 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “Will you limit your spending in any of the following areas?.“
4 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “What types of purchases are you planning for Christmas?“
5 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “What types of purchases are you planning for Christmas?“
6 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “How do you prefer to shop for Christmas?“
7 ShopFully and Offerista Group, Consumer Survey, n=7,921 respondents, Italy, France, Spain, Germany, Austria, Bulgaria, Hungary, Romania, November 2023. Question: “How do you prefer to pay for your Christmas shopping?“