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Based on the figures, January 4, 2025 will be the day with the most footfall in stores, same like in 2023. This fits the usual behavior of the Spanish market, where the end of the Christmas season drives people to make their last purchases. Black Friday is still relevant, however the popularity of alternative cheap events has caused Saturday 30th November to lose relevance compared to 2023.
Changing Customer Practices
Inspired in part by online events with reduced pricing like Amazon Prime Deal Days, the survey reveals that 21% of Spanish consumers intend to start their Christmas shopping in October. From 2023 this number shows a three percent point rise. With 46% of millennials intending to shop during this season, they are the most likely to benefit from this event.
General Manager of Sensormatic Solutions in Iberia Ezequiel Durán says traffic data helps stores maximize their strategy, not just to boost sales but also to develop consumer loyalty and draw fresh business.
November and Black Friday: Retail Highpoints
November stays a great month for Christmas shopping despite changes. 65% of the respondents want to start their shopping in this month, indicating especially great interest in using discounts and offers. Actually, 71% of customers will pay close attention to searching for discounts. With 53% of consumers preferring to see or touch objects before making a purchase, the study also emphasizes that for most consumers visiting physical stores is crucial for product validation.
Source: Depositphotos
Elements Affecting Purchase Choice
The economy and pricing (68%), product quality (57%), and in-store promotions (50%) rank first among the factors most impacting Christmas purchasing behavior. In a complicated economic environment, this last number shows the value of appealing discounts and competitive pricing policies in drawing people in.
Rising €38.30 from last year, the average Spanish household spending for gifts in 2024 is €499.70. Men also want to spend more than women (€510.70 against € 490.90). At €445.20, Millennials will have the lowest budget; 45.7% of them intend to move to less expensive products.
Omnichannel Shopping on Demand
Reflecting an increase in the trend towards multichannel shopping, which is still widening year on year, 66% of Spanish consumers want to use online shopping services with home delivery. Regarding product categories, health and beauty (12%), toys and books (13%), and clothes (27%), will be the key areas of expenditure.
Christmas Shopping: Sustainable Approach
With 70% of respondents ready to pay more for sustainable items, sustainability also becomes ever more crucial in buying choices. Though their interest is high, 26% confess that inflation has limited their capacity to do so. The group least worried about this element is Baby Boomers; 37.5% of them are reluctant to spend more on environmentally friendly goods.
All things considered, the 2024 Christmas season looks to be exciting and competitive, with a clear emphasis on maximising the omnichannel experience and consumer loyalty via traffic analytics and clever promotions. Physical stores will always be vital, but internet outlets will keep becoming more and more relevant.
