Christmas 2025: Italians’ Gift-Giving Habits Revealed
A recent investigation into Christmas consumption in 2025, conducted by Confcommercio in collaboration with Format Research, has shed light on the gift-giving habits of Italians. The study found that 81.5% of Italians plan to give at least one gift, a slight increase from 79.9% in 2024. This upward trend is more pronounced among women and individuals over 55, as well as residents of the Nord-Ovest region, highlighting a distinct territorial and demographic framework.
Food and wine products, wines, and spirits remain at the top of the Christmas gift list, with 19.7% of preferences, although this represents a slight decrease from the previous year. Personal care and beauty treatments follow closely, with 15.2% of preferences, while clothing, footwear, and sporting goods maintain a stable position at 13.2%.
Emerging Trends in Gift-Giving
Interestingly, streaming subscriptions, tickets for concerts and shows, and electronic games have seen a significant increase in popularity, rising to 11.7%. Computers, smartphones, and technological accessories have also experienced growth, with 9.6% of preferences, as have jewelry and watches, which, despite being a niche market, are gaining traction. In contrast, toys, books, ebooks, and gift cards have seen a slight decline, indicating a shift towards experiences and goods with high symbolic value.
Purchase Channels: A Balance Between Physical and Online Stores
The study reveals that Italians are adopting a hybrid approach to purchasing gifts, with two out of three individuals buying gifts both in physical stores and online. While 23.6% rely exclusively on traditional points of sale, large shopping centers and neighborhood shops remain popular, particularly for food and personal gifts.
Spending Budget: Stability and Cost Control
The spending budget for Christmas gifts remains largely unchanged from 2024, with almost nine out of ten Italians allocating up to €300. Although a small percentage of individuals are willing to exceed this threshold, the data suggests a prudent approach to gift-giving, with a focus on cost control without sacrificing the essence of the gift.
The Thirteenth Month’s Salary and Family Priorities
An analysis of the use of the thirteenth month’s salary reveals that only a portion is allocated directly to gifts. Instead, 22.8% is used for home and family expenses, 22.1% for savings, and 20.2% for taxes and bills. Around 18% is dedicated to Christmas shopping, highlighting the significant burden of incompressible expenses on Italian families’ budgets.
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