Spain Christmas gifting consumer report 2024
YouGov - December 10th, 2024
With 86% of people in Spain celebrating Christmas and 29% of those buying gifts for 6 or more people, the holiday season remains one of the biggest moments in the retail calendar.
In this report, we take a deep dive look into the consumer habits and preferences of Christmas gift buyers – including what they typically buy as gifts, where they are most likely to make their holiday season purchases, and when they start their festive season shopping.
In addition, we look back at the buzziest brands from the festive period last year.
Report takeaways
- Getting into the festive spirit: Of the 86% of people in Spain that celebrate Christmas, 29% typically buy gifts for 6 people or more.
- A merry and bright outlook: Despite economic challenges, 75% of Christmas gift buyers in Spain plan to spend the same amount or more than last year. 15% anticipate they will spend less.
- Ho-ho-how people in Spain plan to shop: 47% of Christmas gift buyers plan to make most of their purchases in store this year. This rises to 50% among those aged 35+.
- A snowball effect: 36% of Christmas gift buyers cite word of mouth as their main source of gifting inspiration, followed by targeted social media advertising (13%) and TV advertising (11%).
- (North) Pole position: Amazon was the e-commerce retailer that drove the highest net buzz during the Christmas season last year in Spain, scoring 40.6 points.
The insights in this report are fuelled by YouGov’s consumer research panel, which has 27 million registered members from 55+ markets