Christmas 2025: More Italians Buy Gifts, but Spending Drops by 20%
Christmas shopping habits in Italy are shifting as rising costs shape spending plans for 2025. A new survey by Confcommercio Toscana and Format Research reveals that while 81.5% of Italians still intend to buy gifts, many will tighten their budgets. The study also highlights generational differences in preferences, from digital presents to traditional in-store purchases.
The survey found that 83% of Tuscans plan to buy Christmas gifts in 2025, slightly above the national average. Across Italy, 81.5% of people will shop for presents, up from 79.9% in 2024. However, total spending is expected to fall by 20%, dropping to €8.7 billion due to inflation and higher household expenses.
Most Italians will keep their budgets modest, with nine in ten spending no more than €300. The average per-person expenditure will sit at €204. To manage costs, 18% will rely on personal loans or 'buy now, pay later' schemes. Shopping habits also vary by age. Younger Italians, aged 18 to 34, favour digital gifts: 55% prefer streaming services, 38% opt for gaming credits, and 32% choose e-books. This trend aligns with global figures, where 63% of the same age group plan to give digital presents. In contrast, 46% of Italians over 55 still prefer traditional physical gifts. The survey also tracked when and where people shop. Two-thirds of Italians will mix online and in-store purchases. In Tuscany, 62% of last-minute Christmas shopping happens in traditional stores, a sharp rise from the 32% recorded during Black Friday. Meanwhile, three million Italians will reduce their holiday spending entirely due to financial pressures.
The 2025 Christmas season will see Italians balancing tradition with financial caution. While gift-buying remains popular, tighter budgets and a preference for digital options reflect broader economic challenges. The shift toward hybrid shopping and generational trends suggests lasting changes in how Italians approach holiday spending.
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