52% arrive just at the end of the month, but they will spend the same or more than last year

Christmas 2025 is shaping up to be an optimistic campaign despite economic difficulties: 71% of Spanish consumers plan to spend the same or even more than in 2024according to the Study How the buyer faces Christmas by Aecoc Shopperview. This data coincides with the expectations of the trade, where 71% also foresee a positive campaign.

However, not all households face the season with the same ease: only 39% claim to live comfortably with their income, while 52% arrive just at the end of the month, a figure that continues to grow compared to the previous year. In this context of economic concern, the general rise in prices remains the consumer’s main concern, even above health, economic developments or the cost of housing.

The strategies of the Spanish to balance the budget

Even so, Spending intention remains firm in key items such as food, fashion, perfumery and gifts. To balance the budget, consumers will adopt various strategies: advance purchases, take advantage of promotions, adjust menus and reduce basket sizes. In fact, half of households have already taken advantage of the offers of the Black Fridayespecially in fashion and technology.

The changes are also reflected in purchasing and consumption habits: one in five consumers will reduce the amount of meat or fish on the Christmas table, while the use of already prepared options grows, especially in fish and seafood.

Furthermore, Christmas is shaping up to be a more homely celebration focused on personal relationships: 68% will prioritize spending time with family over the material value of giftsand 43% prefer to give experiences rather than products.

One in five consumers will reduce the amount of meat or fish on the Christmas table

Although 60% will go out to consume outside the home, More and more households choose to stay at home and forego travelfocusing on home cooking and family gatherings. This trend is combined with a greater interest in healthy eating: 68% of consumers try to eat in a more balanced way despite the prices, reducing sweets and alcohol during the holidays.

Online shopping as an alternative for savings

Innovation continues to be an attraction for buyers: 44% have tried new products thanks to promotions such as Black Fridayalthough the price continues to be a brake, since two out of three consider that new products are too expensive if they are not on sale. The physical store continues to be the main space to discover these innovations, followed by traditional advertising and word of mouth.

On the other hand, the ecommerce consolidates its growth during Christmas: seven out of ten households purchase consumer products online and two out of three buy beauty items this way. Looking ahead to the campaign, 41% plan to buy more gifts online and 33% will increase their online purchases of food and beverages.

In short, despite price pressure and budgetary adjustments, Spanish consumers face Christmas with moderate optimism: control of spending, search for quality, responsible consumption and attention to the family experience, while at the same time The role of the online channel is reinforced as a growth opportunity for commerce.