With budgets tight and days to shop seemingly arriving earlier in the calendar, many Europeans are looking for original, useful and affordable gifts. This year's consumer trends point to sustainable details, personalised objects and experiences.
This year's Christmas campaign is marked by more tighter budgets, as the cost of living bites, and a greater interest in practical and affordable gifts. According to the Mastercard Economics Institute, Christmas spending in Europe will increase by around 3% compared to last year, while in Spain the expected increase is close to 5%. Even so, the priority for many households is to keep spending under control.
According to a study of shopping trends by Sensormatic Solutions, an increasing number of consumers are spending more time comparing prices and looking for promotions before buying gifts, reinforcing thetrend towards early shopping. In the same vein, data published by Fashion Network based on consumer surveys suggest that the average budget for Christmas gifts in Spain is around 460 euros per household, slightly lower than last year (499.70 euros, according to a report by 'Forbes').
The interest in more economical gifts is combined with a change in habits. According to a study by MPB on consumers in Spain, around 40% of those surveyed say that this year they are considering giving a second-hand product as a gift, motivated both by savings and environmental reasons. This trend, present in several European countries, is also observed in Secret Santa exchanges, where spending limits are usually between 10 and 25 euros. Here are some ideas for this year's gifts.
Small, handmade gifts continue to gain presence in Christmas shopping, especially among those looking for affordable options witha more personal touch. Homemade candles, handmade soaps, seed kits or mini urban gardens are among the most common products at flea markets and local shops. They are often priced within the limits set by many Secret Santa exchanges, which contributes to their popularity.
In addition to being affordable, these items offeran added value linked to the time and dedication that goes into making them. Many consumers opt for this type of present to avoid generic gifts and opt for something that conveys a sense of closeness. The trend also favours small artisans andindependent shops, which experience an increase in sales in the weeks leading up to Christmas.
Personalised gifts are becoming one of the most sought-after categories, especially among those who want to offer unique gifts without spending a lot of money. Customised artwork, key rings with initials, mugs with messages or digital portraits are recurring on online platforms. The possibility of adapting the product to the person who receives it makes it perceived as a more meaningful gift. Their availability in digital formats further expands the options. For secret Santa exchanges, where the price is often limited, these items stand out for combining originality and low cost.
Short-form experiences are becoming a common alternative to material gifts. Introductory ceramics workshops, coffee tastings, basic cooking sessions or one-hour art classes are among the most popular options. They are usually easy to book, don't require complex planning and allow you togive memorable moments. For those looking for a gift with a difference, these activities provide an affordable option suitable for friends and colleagues alike.
Sustainable products continue to gain ground with consumers looking for practical gifts with less environmental impact. Reusable steel bottles, solid soaps, beeswax wrapping or collapsible shopping bags are some of the most popular items in specialty shops and local markets during the holiday season. These products are perceived as useful, durable andaligned with more responsible consumption habits.
Sustainability continues to be a relevant factor in purchasing decisions, according to recent analysis by Think with Google, Google's consumer trends research platform. Its reports on holiday campaigns show an increased interest in reusable products and options with less packaging, a preference that benefits small brands and local projects.
Affordable tech gifts remain among the most purchased options, especially among young people and teenagers. Accessories such as laptop stands, mini speakers, sturdy cables, protective cases or small LED desk lights are among the most popular products on e-commerce platforms. Their everyday usefulness makes them a safe bet within limited budgets.
In addition, the wide range of products available makes it possible to find inexpensive options without compromising on acceptable quality. Competition between brands and the increase in promotions in the weeks leading up to Christmas help to make these items accessible to most consumers. In many cases, they become the practical alternative when the taste of the gift recipient is not well known.
