KEY INSIGHTS FROM THE TGM CHRISTMAS INSIGHTS REPORT 2025

How Italians Celebrate Christmas 2025: Shopping and Spending Trends

Across Italy, Christmas 2025 is defined by balance between joy and prudence, tradition and modernity. While the festive spirit remains strong, Italian shoppers are approaching the season with careful planning and conscious choices, blending value, quality, and emotion in every purchase.

Written by

Chi Bui

With a keen eye for market trends and a passion for creative strategy, Chi crafts compelling stories that help brands connect with global audiences more effectively.

According to the TGM Christmas Insights 2025 - Italy Report, Italian consumers continue to view Christmas gifting as a moment of connection and meaning. Discounts and price awareness remain important, but craftsmanship, quality, and sentiment play an equally vital role. The result is a uniquely Italian approach to the holidays: one that values thoughtful spending over excess.

A Slow and Stylish Start to Christmas in Italy

Italian Christmas shopping begins later than in many markets, with most consumers starting in mid-November (24%) or early December (30%), and another 14% in early November.

Rather than rushing, Italians savor the gradual build-up to the holidays, making this period the true sweet spot for inspiration and discovery. For brands, it’s the key moment to connect with consumers who plan carefully, shop mindfully, and embrace the joy of the season at their own pace.

30% of Italian consumers shop for Christmas in early December

Italian Christmas Shopping Habits: The Hybrid Holiday Spirit

Shopping in Italy remains a social experience, with a strong in-store preference that digital convenience now complements rather than replaces. 31% of Italians plan to shop mostly in stores, while 32% expect to split their purchases equally between online and offline channels.

Online-first shopping is growing but still limited: only 18% plan to shop mostly online and just 4% exclusively online. Younger Italians are slightly more digital, but for many, the joy of touching, tasting, and choosing in person remains a cherished part of Christmas.

As for what fills their shopping baskets, clothing continues to lead as the top gift choice, followed by food and beverages, books, and beauty items. These categories highlight Italy’s enduring appreciation for aesthetic pleasure, craftsmanship, and culture: gifts that are both beautiful and meaningful.

You can see how these patterns differ in other countries by exploring Festive consumer behavior in Germany.

Holiday Spending in Italy: Moderation with Meaning

Price (66%) remains the strongest driver of purchase decisions of Italians

Most Italians plan to spend modestly this season. Most will budget between $100 and $249, while another 27% will keep their spending under $99. Only a small share (2-3%) expect to exceed $1,000, reflecting a national preference for moderation and balance.

Price (66%) remains the strongest driver of purchase decisions, but product quality (57%) is a close second. Discounts also matter, particularly for younger consumers who are eager to make the most of limited budgets. Older Italians, meanwhile, prioritize product quality, reaffirming the cultural weight of “fare bella figura”, making a good impression through well-chosen, high-quality gifts.

In essence, Italians are not cutting back; they are spending with purpose, seeking gifts that express care, style, and authenticity.

To compare how these trends play out in Spain, explore Spain Christmas Shopping Trends 2025 for additional insights.

How Brands and Retailers Can Connect with Italian Christmas Shoppers

In Italy, Christmas is a celebration of elegance, care, and connection. Consumers are thoughtful in their choices, not driven by urgency but by meaning. They value quality and craftsmanship, yet remain attentive to fair prices and small seasonal deals. For them, shopping is as much about the experience as the purchase itself.

To connect with this mindset, brands should:

Honor craftsmanship and heritage: Highlight authenticity, design, and storytelling that reflect Italian values of beauty and tradition.
Balance value with warmth: Offer attractive pricing without losing the sense of quality and refinement that Italian consumers expect.
Celebrate the experience: Blend online and in-store engagement, ensuring that digital convenience enhances, not replaces, the joy of discovery.

Curious about holiday trends beyond Italy? Discover insights from over 3,000 consumers across 6 countries this season. Visit our global page, https://tgmresearch.com/global-christmas-insights-report-2025.html, for a complete view of consumer choices!

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