Christmas Consumerism

December 26, 2019

It is well known that the Christmas season is the strongest in relation to consumerism. The Christmas period collects the highest levels of spending each year, on a large majority of products; fashion, leisure, gift, food and drinks, etc.


These are some of the trends that are expected this year:


Online Shopping

Due to the stress that Christmas shopping can cause (largely caused by the large number of people trying to shop in commercial stores). According to a study by Ipsos and commissioned by PayPal, 51% of mobile users still have concerns about security when they buy through their mobile. Knowing that 95% of Spanish consumers buy online, and that 69% pay through the mobile phone, this is a problem that must be addressed.


Customer service is key for consideration

According to Criteo, “delivering great experiences at every stage of the customer journey is the best way to get noticed, get traffic, and get sales this Christmas season”.


Digital gifts

Digital gifts, such as subscriptions to series and movie or video game platforms, are increasingly present. More and more consumers decide to buy this type of original and different gifts, such as a subscription to Spotify or HBO, e-books or software.

As for the most desired gifts, these items occupy the first places in the list of the most desired:

  • Clothes and footwear
  • Money
  • Books
  • Trips
  • Perfumes and cosmetics
  • Restaurants
  • Smartphones and mobiles
  • Computers
  • Tickets to shows
  • Treatments of beauty, health, spa …

According to Giselle Abramovich from Adobe “The Thanksgiving Through Cyber Monday Weekend Kicks Off Holiday Shopping Mode While shopping did start early this year, the five-day period from Thanksgiving through Cyber Monday accounted for $1 in $5 (19.2%) of total online retail revenue during the holidays.


Consumers spent an average 40% more per day during the three weeks after Cyber Monday than the first three weeks of the season. “We saw that holiday sales spiked on key days and then continued to rise until Dec. 21,” Taylor Schreiner (from Adobe) said. “The rising revenue was due to a steady increase in conversion as opposed to consumers spending more per order.” Adobe also found that retailers reached the $100 billion USD mark 11 days earlier in 2018 than they did in 2017 (Dec. 15 versus Dec. 26)”.