Just a few days before Christmas, Italians are gearing up to experience the final week of holiday shopping, a critical moment for commerce and consumer spending. According to a survey conducted by Ipsos for Confesercenti, 53% of Italians have not yet completed their gift purchases, highlighting a trend toward last-minute decisions.
In the Brescia area, the average spending per person is set at €225, a figure consistent with that of 2023, with an estimated total expenditure of €191 million. This period represents a crucial opportunity for brick-and-mortar stores, which are expected to capture around 61% of total sales, significantly surpassing the online channel.
The Budget Challenge and the Role of the Thirteenth Month
Despite the increase in employment and the recovery of real wages, economic uncertainty continues to restrain family spending. The budget for gifts increases by 20% among those receiving the thirteenth month bonus, reaching an average of €270, while remaining unchanged for those who do not benefit from this income boost. This data underscores the importance of the thirteenth month in supporting holiday consumption.
Where Gifts Are Purchased
Physical stores are solidifying their dominant role. 46% of respondents choose neighborhood shops or shopping malls, 10% prefer single-brand chains, and 4% opt for markets or fairs. Regarding online commerce, 36% of purchases will take place on major platforms, while only 2% of consumers will choose manufacturers’ websites.
Gift Preferences
The ranking of the most popular gifts sees clothing and accessories in first place (47%), followed by cosmetics and perfumes (42%). Toys and games come in third (37%), with a preference for video games, dolls, and board games. Books (33%) and technology products (32%) round out the top five. The latter category focuses on gadgets and small accessories under €150, while spending on more expensive devices remains limited to 13%.
Other popular gifts include gourmet food products (30%), jewelry items (26%), and collectibles (24%). There is also an increase in the selection of wines and spirits (23%) and experiences such as wellness treatments and subscriptions to streaming services.
Expert Opinions
Barbara Quaresmini, president of Confesercenti Lombardia Orientale, emphasizes how economic and political uncertainty is prompting families to adopt a cautious approach to spending. This phenomenon is reflected in a greater focus on saving and choosing useful or quality gifts.
Francesca Guzzardi, vice president of the same association, highlights a renewed interest in neighborhood shops, perceived as places of trust and sustainability, as well as a more socially and environmentally appreciated option.
On the local front, Mattia Maggioni, representative of Confesercenti for Lake Garda, stresses the strategic importance of this week for Brescia’s commerce, which, in the context of seasonal tourism, represents an essential source of income for merchants during the winter.
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