AND The most awaited moment of the year is coming, Christmas which brings with it joy and magic. The Christmas shopping is now a fixed appointment and the search for packaging the perfect gift increasingly passes through e-commerce, as confirmed by a survey commissioned by ideal at the Kantar research institute. In fact, over 1 in 2 Italians revealed that this year they will definitely try to save identifying convenient offers online. It is certainly among the most desired gifts technology.
By analyzing purchasing intentions on your portal during the Black Friday idealo reveals growth in searches for capsule coffee machines (+156%), electric heating blankets (+85%) and refrigerated wine cellars (+79%). Interest is also growing in the “great classics” such as PCs (+168%), TVs (+89%) and smartphones (+58.5%) while the most searched for personal care products are hair styler (+198.5%).
It also increases interest in digital entertainment: consoles (+188%) and video games (+57.5%), but is also highlighted a nostalgia for the pastwith the return of Audio CDs (+130%) and vinyls (+40.5%) to the wishlist, confirming that the trend of vintage it is increasingly popular not only in the clothing & accessories categories.
How much will we spend on Christmas presents?
11 billion euros according to the survey commissioned by Facile.it at the EMG Different research institutewhich he established in approx The average expenditure per capita is 256 euros.
Continuing to scroll through the survey data, however, we discover that there are as many as 6.2 million Italians who, compared to 2023, declared they will reduce the budget allocated to gifts.
Many of them, 47% (over 2.9 million people), said they were forced to contain expenses due to increasing costs that they had to face in other areas of daily life. Bills first and foremost, but not only.
In Italy, Christmas is experienced as a moment of celebration that has its roots in family traditions, in which the gesture of giving occupies a special place in everyone’s hearts. In order not to give up, 1% of the sample interviewed admitted that they will even do so use of a personal loan to put packages under the tree.
Women spend more
Looking at budgets, women said they spent more on gifts on average than men (298 euros compared to 213 for the male sample). Among the highest spending age groups we find the over 65s for whom, on average, gifts will cost around 373 euros, probably due to the desire to make their parents happy. nephews.
Even at a territorial level, important differences emerged: in the North West there is a tendency to choose more economically important gifts compared to the rest of the nation. On average they will spend 276 euros, slightly higher than the 262 in the South and the Islands. Data lower than the national average for Central Italy (253 euros) and for the North East (221 euros). In short, the desire to celebrate and give gifts is not lacking and you are willing to spend to enjoy the atmosphere of the holidays to the fullest every year.
Second hand or refurbished Christmas gifts? Why not
As Christmas approaches, whether to save money or extend the life of products, nine out of ten Italians (93%) say they are actively looking for second-hand, refurbished and open-box items. This is what emerges from survey conducted on more than 2,000 Italian adults by OnePoll for Amazon. And the study reveals that one in two Millennials aged 25 to 34 (51%) say second-hand items are the most thoughtful, unique or romantic gifts. Similar percentage (50%) among Generation Z respondents, aged 18 to 24.
Creative reuse of unused objects
In addition to buying second-hand items, 85% of Italians say they resell, donate or give away goods that he no longer needs. As many as six out of ten (60%) dedicate up to half a day a month to ensure that old objects have a new life.
The most active age group when it comes to donations is those aged 65 and over. In fact, nearly one in two respondents (47%) in this age group say they have donated items in the last 12 months.
In the last year, a third (34%) of Italians are applying the paradigm of creative reuse of old unused objectsin order to prolong its life cycle. In the same period, a quarter (24%) say they have successfully repaired a broken item by following online repair videos.
Purchasing choices: sustainability among the factors for choice
The same Amazon research confirms that more than three quarters (76%) of Italian consumers are looking for products with characteristics of sustainabilitysuch as items made from recycled materials or with a better energy efficiency classification. The desire to purchase more sustainable products is highest among representatives of Generation Z, with 84% of respondents aged between 18 and 24. Next, Italians aged between 55 and 64, with 79%.
The survey also reveals that 77% of respondents want retailers’ help in identifying products with certified sustainability features. A percentage that is higher among Generation Z respondents (82%). In contrast to these data, only 14% of respondents of all age groups say they always understand clearly the environmental impact of the items they purchase, a sign that more information and awareness is probably needed on everyone’s part.
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