A Christmas of cautious optimism
Christmas 2024 marks a significant recovery in family spending in Italy, with positive signs compared to last year. According to a survey by Unimpresa’s Research Center, involving 4,500 families, spending on key holiday elements such as Christmas dinners, gifts, and travel is on the rise. However, levels remain below pre-pandemic standards due to ongoing inflation.
Christmas dinner: a cherished tradition
The Christmas dinner remains the heart of the holiday, with an average family budget of €150, up from €145 in 2023 (+3.5%). Around 28% of Italians plan to increase their spending, favoring high-quality products like fine meats, artisanal sweets, and premium wines. There’s also a growing preference for regional specialties (+7%) and small local producers (+10%), reflecting a response to rising prices among major brands.
Gifts: practicality and online shopping lead the way
The average budget for gifts has risen to €220 per family, a +2% increase compared to €215 in 2023. Online purchases now account for 38% of the total (+5%), while physical stores are making a comeback (+2%), especially in smaller towns. Practical gifts like appliances and digital subscriptions are up by +4%, while luxury items have declined by -3%.
Travel: a sector in strong recovery
Tourism shows the most substantial growth, with a +4% increase in spending compared to 2023. Around 30% of Italians plan to travel during the holidays, with an average family expenditure of €550. Italian destinations are up by +6%, driven by art cities and mountain resorts. Meanwhile, short trips to European cities (+3%) and local experiences like farm stays (+8%) are also on the rise.
Conscious spending with a focus on quality
“These results show cautious optimism and a stronger focus on economic sustainability,” said Giovanna Ferrara, president of Unimpresa. “Italian families are choosing to spend wisely, prioritizing quality and tradition without overindulging.”
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