Christmas Insights 2023 | Italy Report

Christmas holds immense significance worldwide as a time of joy, tradition, and unity. It brings different generations like Gen Z, millennials, families, and communities together, fostering a shared spirit of giving and holiday shopping. For businesses, it is an important time due to increased consumer spending and gifting. The holiday season is a key time for sales, discounts, and marketing campaigns, significantly influencing shopping trends and driving substantial revenue for retailers, both online and offline, despite prevailing challenges like inflation. Therefore, having access to data on consumer spending immensely helps organizations leverage all the opportunities presented by this season. To simplify this process for you, we bring to you TGM Research’s Christmas 2023 holiday report for Italy. Tailored with our proprietary data, this report serves as an invaluable tool for businesses aiming to optimize their strategies and harness the full potential of this festive season.

Italy celebrates Christmas as significantly, if not more, than many parts of the world. With its ties deeply rooted in Catholic traditions, Italy offers a traditional and enriching Christmas experience.

For most Italians, the holiday season revolves around spending precious time with family. Our report indicates that a 69% of individuals associate the anticipation of Christmas primarily with the joy of being with their loved ones and celebrating togetherness. Additionally, 18% of respondents perceive Christmas with a deeper religious significance. Younger generations see Christmas beyond its religious aspect, with increased emphasis on activities like shopping and gift-givings, showcasing a modern interpretation of the holiday's essence.

A significant 55% of respondents across various age groups express intentions to maintain their spending at the same level as the previous year, while 30% intend to scale back their expenditure compared to the previous year. In contrast, 15% of respondents still aim to increase expenditures compared to the previous year, embracing the generous spirit of the season.

While it's undoubtedly a no-brainer that a significant number of Italians celebrating Christmas allocate a portion of their budget to clothing and apparel, our report on festive spending in Italy reveals intriguing insights into other preferences. Surprisingly, books have secured a prominent spot on the shopping lists of many Italians, emerging as a noteworthy trend. Whether for personal enjoyment or as thoughtful gifts, this trend reflects Italians’ appreciation for arts, culture, and literature.