The shortage of some products could leave a bittersweet taste in the Christmas purchases of the Spaniards, who may not be able to access the toys and food they are looking for. But it seems that in no case will it subtract the appetite of households to spend in this period. In fact, each Spanish household will allocate an average of 631 euros on these dates, according to the latest Deloitte Christmas Consumption study. Which will mean 14% more outlay compared to before the pandemic (2019) when each family invested 554 euros.
«After two difficult years and with so many restrictions, and thanks to the improvement in the health and economic situation, the consumer is looking forward to resuming his normal life with moderate optimism, wanting to return to shops and restaurants, travel again and celebrate Christmas with family and friends.
A large part of the population wants to spend, ”says Deloitte’s consumer goods and distribution partner, Victoria Larroy.
According to the consultant, gifts they will once again be the destination of most of the expenditure for another year. Specifically, each household will leave 240 euros in this item; Also the expenditure on food and drink will be notorious with an average of 160 euros per family. While travels (122 euros) and leisure and restoration (109 euros) will be the other two categories where Spaniards will focus their consumption. «These last categories reflect a very significant increase in the intention to spend, driven by the positive news about the high rate of vaccination, which reinforces the feeling of security among the population, and the tendency among consumers to continue spending away from home ‘The report says.
In the gifts section, the Clothes and shoes, coméstica and perfumes, and books will form the order of the most purchased gifts in Spain. They will be followed by the delivery of money, electronic devices and food and drinks. As a novelty, jewelry, watches, home, decoration and furniture enter the ranking of the ten star presents that will be bought the most.
Although these will be the most demanded gifts, however, they are not broken down in the same order in the list of the most desired, except in the case of clothing and footwear that also leads this ranking. Thus, money occupies the second place of the presents most loved by the Spanish in Christmas. On the other hand, in third position, electronic devices and travel and leisure appear in fourth. Cosmetics and perfumes remain in the fifth position as last year
In sixth place, a new category emerges: jewelry and watches, while the treatments of beauty, health and wellness, which crept into the list of the most desired gifts in 2018, rise to seventh position, surpassing the mobiles (8th), food and drink (9th), and the books and articles with personal hobbies, which closed the top ten with a drop of six places.
All these priorities change when we talk about the little ones in the house. A) Yes, toys, and clothing and footwear, will be the first options to give to children and young people, followed by money and electronic devices.
The online channel grows
The pandemic boosted online shopping, and online commerce has already become the other great shopping center for users of all ages. According to Deloitte, this channel will account for 36% of the entire Christmas budget for households, seven points more than two years ago. “Traditional brands and retailers have stolen market share, due among other reasons, to their improved value proposition and capabilities. In this sense, the digital channel is used above all to acquire technological items and those related to toys and hobbies “, they point out from Deloitte.
But they still won’t beat traditional channels. Thus, the preferred options for Spaniards to do their Christmas shopping are department stores and small shops, “which have seen their position greatly strengthened since the pandemic, where there was a wave of solidarity towards this type of business.”
By item of expenseIn the case of electronic devices, online spending equals offline spending (50% vs. 50%), while 46% of consumers prefer to buy mobile phones through the online channel and 54% in a physical store.
What is not perceived in this study is the fear of buying late in the face of the possibility of running out of the chosen gift. In fact, 53% of households will make their purchases in December and 20% will even wait for January. Although Deloitte points out that this percentage could be conditioned as the last month of the year progresses. November, for the moment, will represent 27% of purchases, concentrating on Singles Day (November 11), ‘Black Friday’ (November 26) and ‘Cyber Monday’ (November 29), on November 15 % of Christmas shopping acts.
George is Digismak’s reported cum editor with 13 years of experience in Journalism