Italians' Christmas habits have changed

Every Christmas, sales platforms record consumer market trends. By observing what they buy, when, and how often, it is possible to understand how average purchasing habits are changing from year to year. As anticipated, this Christmas favors caution: according to Klarna's Holiday Report, the international AI-assisted shopping provider, there has been a significant increase in second-hand gifts during this holiday season, confirming the growing economic sensitivity that characterized 2023 and consumers' awareness of the environmental impact of festivities. Italians are increasingly inclined to save money and explore DIY and decoupage shops to create personalized gifts, a choice that affects both the wallet and the preciousness - sentimentally speaking - of the gift. Similarly, PayPal has observed that in Italy, Gen Z starts Christmas shopping earlier, taking advantage of Black Friday and Cyber Monday discounts. While only 14% participate in group gifts, 19% choose to shop for themselves, buying what they need for less on the last Friday of November.

PayPal's report reveals that 27% of Italians have set a budget for Christmas gifts, and 10% have directly abandoned the tradition, highlighting how sustainability and the cost of living are influencing Italian consumer choices. As in the case of Klarna's Holiday Report, PayPal has identified a rising trend in DIY gifts, in this case, by 20%. Much more felt than in December 2022, inflation continues to be the main cause of decreased holiday shopping: 69% of Italians confirm being convinced to change their habits due to the general increase in prices, a phenomenon that has largely contributed to the rise of Consumer Anxiety. DIY or second-hand gifts have never had a better reputation; they effectively represent a budget-friendly idea that allows for creating personalized gifts, dedicated in a special way to the intended recipient. According to Klarna's findings, the age group preferring DIY gifts is between 18-26, i.e., Gen Z, the same group that is learning to use artificial intelligence (45%) for Christmas shopping and to compare prices and identify new offers.