Christmas, the big moment for the gift sector
Christmas continues to be the main driver of the gift sector. It is a decisive period in which brands, manufacturers and specialised retailers focus much of their commercial strategy, with consumers increasingly valuing the design, quality and meaning of each product.
The Christmas campaign continues to be the most important time of year for the gift sector, both in terms of turnover and its ability to set trends and define collections. It is at this time of year that gifts take on added value and become a key element of emotional connection, forcing brands and retailers to refine their offerings and differentiate themselves.
According to data from the Cetelem Observatory, the average expenditure planned by Spaniards for the Christmas campaign is around £580, a figure similar to last year's. In addition, more than half of consumers plan to maintain their gift budget, and one in four even plan to increase it, which paints a picture of stability and opportunity for the sector.
More demanding consumers and gifts with added value
Beyond sales volume, Christmas focuses on product quality. Consumers are looking for gifts with identity, functionality and a clear emotional component. This trend is driving categories such as decoration, home, lifestyle and items designed for personal well-being.
Instead of impulsive gifts, well-chosen gifts are gaining ground, opening up new opportunities for emerging brands, capsule collections and carefully designed products. For professionals, this translates into the need to create coherent gifts that are aligned with values such as sustainability, durability and design.
Christmas as an industry indicator of the gift market
Above all, the Christmas campaign is a real barometer for the sector each year because it also involves the actual validation of the trends that have marked the financial year. It is during this period that it becomes clear which proposals connect with consumers, which categories are gaining ground and which values have a decisive influence on purchasing.
Thus, for brands and retail professionals, Christmas is also a key moment for strategic learning. Consumer behaviour during this period provides valuable information for adjusting, redefining and anticipating product lines for the new year.