Interview with Ezequiel Pérez

“Today we are faced with consumers who are much more rational, demanding and fully omnichannel”

How would you describe the current moment the gift and decoration sector is experiencing in Spain?

I’d say we’re living through a demanding transition, but one full of opportunities. On one hand, the inflation of recent years and the loss of purchasing power have put pressure on consumption—especially in categories linked to the home and decoration, where customers can “wait longer” before renewing products.

At the same time, consumers have not given up on gifting; they simply buy in a more thoughtful way—comparing more, demanding better value for money, and prioritizing items that offer real value, whether aesthetic, functional, or emotional.

In this context, the gift and décor sector is becoming polarized: both highly competitive, price-driven proposals and brands with a clear differential in design, sustainability, service, or specialization are growing.

Fairs such as Intergift have become the great showcase where this transformation becomes visible and where the professional channel meets again, analyses trends, and redefines the season

What changes are you seeing in demand and purchasing habits that are shaping the evolution of these sectors?

We’re observing two major changes in consumers. First, there is a much more rational and demanding buyer. Pressure on household budgets has strengthened the search for value: the customer compares, reads reviews, explores different options, and is less impulsive. They want quality, durability, and reasonable prices, and they penalize what they see as disposable décor.

Second, we are living in a reality of true omnichannel behavior. Buyers move naturally between physical stores and online channels. In Spain, we also start from a very extensive brick-and-mortar retail network that coexists with an expanding e-commerce market. This pushes brands and distributors to offer a seamless experience, requiring suppliers to segment better, professionalize assortments, improve product information, and rely on data to decide which references to maintain, strengthen, or discontinue.

“In 2026 we will see more sensorial, natural, and warm spaces”

Which décor trends will set the tone for 2026?

In 2026, several clear directions will consolidate: warm, earth-connected colors—modern beiges, terracottas, ochres, soft browns, and olive greens—combined with deeper accents such as intense blues, burgundies, or reddish tones that add character without losing warmth. Natural materials and honest textures will also stand out: visible wood, plant fibers, ceramics with subtle imperfections, cotton and linen textiles, and a strong emphasis on craftsmanship and handmade creations. We’ll also see more sensorial and lived-in spaces, prioritizing well-being, warm lighting, home fragrances, and cozy corners over the “perfect catalog look.”

And which trends will we need to say goodbye to?

To generic aesthetics and the overused “fake Mediterranean look,” as well as interiors that are completely beige and flat—styles many professionals now consider outdated. We’ll also leave behind ceiling-saturated spotlights and overly technical solutions that reduce the home’s warmth, along with accumulative décor: consumers now want fewer pieces, but more special ones—items with story or purpose. In the gift sector, this translates into more curated collections, coherent product families, and a growing weight of design and storytelling.

In a sector so linked to seasonality, what opportunities does the Christmas campaign open for gift manufacturers and distributors?

Christmas offers enormous opportunities: attracting new clients for the rest of the year—since many retailers add suppliers or categories only for this season—and increasing brand visibility in home decoration, home fragrance, gift packaging, and small furniture.

Which product characteristics are most in demand?

There is strong demand for affordable yet premium-looking gifts—candles, diffusers, small decorative objects, home textiles, or tableware—where prices remain accessible but design and presentation are key. Interest is also growing in sustainable or conscious-consumption gifts, including durable or refurbished products, which are increasingly accepted. The key is preparing the season in advance, planning inventory accurately, and helping retailers with visual merchandising, product arguments, and sales tools.

“Professionalization and digitalization will determine who gains market share in the coming years”

From your experience as President of Regalo FAMA and CCO of ITEM International, what would you say are the main challenges for manufacturers, importers, and distributors today?

I would highlight five major challenges. The first is maintaining margins in an environment of high costs. The second is managing assortments with much greater rigor, finding the right balance between variety and efficiency. Third, companies must accelerate digitalization through digital catalogues, automated ordering systems, and integration with marketplaces.

The fourth challenge is responding to regulatory changes in materials, packaging, and traceability, reducing the heavy administrative burden through automation. And finally, companies must adapt to the needs of different channels and markets, a factor that significantly increases business complexity.

Those who manage to professionalize these areas without losing creativity or the ability to surprise the customer will be the ones who gain market share in the coming years.

What role does the Association play in promoting and professionalizing the gift sector?

Regalo FAMA is now the key sectoral representative for manufacturers, importers, and wholesalers. Its work focuses on institutional representation, advocacy, commercial development and innovation, support in adopting digital tools, training and professionalization through events and specialized information, and building a community through awards and activities that highlight the sector’s creativity. In short, it enables a very fragmented industry to compete and defend itself more effectively.

Is sustainability already a real competitive advantage in the gift and décor sectors, or is it still a secondary value?

I’d say that today it functions more as an increasingly necessary requirement and a trust-building element, rather than a major differentiator on its own. Professional buyers value progress in materials, packaging, traceability, or certifications—but they still make decisions based mainly on three pillars: design, price, and service. If these three aren’t strong, sustainability, as important as it is, they can’t compensate for the rest.

What is a professional buyer looking for today? And in this sense, what role do fairs such as Intergift play?

Professional buyers seek, above all, security and profitability, but also inspiration. They need suppliers who are solid in service, logistics, and after-sales; collections with proven rotation; and clear product arguments that facilitate sales. They also expect differentiation—products not found everywhere—and strong digital support: content, images, technical sheets, or integrated ordering systems that simplify their daily work.

In this context, Intergift plays a key role as the sector’s meeting point. It’s where new products and trends are presented, where buyers can quickly gauge the market, compare prices, and adjust strategies. It also serves as a discovery space for new brands and a knowledge forum that helps interpret how demand is evolving.