most will spend more time searching for deals
The average budget for Christmas gifts per household in Spain will be 462.20 euros this Christmaswhich represents a decrease of 37.50 euros compared to 2024, according to the report ‘Consumer trends at Christmas 2025’, published by Sensormatic Solutions, the Johnson Controls brand for retail solutions. 25% of Spaniards plan to spend less.
Also, according to the report, Saturday, January 3, 2026 will be the day of greatest commercial activity for Spanish stores during Christmas shopping in 2025, as happened in 2024 and 2023.
Along with January 3, one of the busiest days in stores during this year’s Christmas period is expected to be concentrated around Black Fridayspecifically on Saturday of that same weekend (November 29)becoming the fourth busiest day of the year in stores.
At the same time, the report states that 68% of Spaniards will spend more time looking for promotions and discounts when doing your holiday shopping, while price (65%) and the availability of in-store discounts and promotions (52%) remain the “key” considerations for shoppers, along with product quality (48%).
Additionally, 47% stated that the possibility of see and touch the products before buying them is an important consideration when choosing to purchase gifts in physical stores, which Sensormatic says “underscores the lasting value of physical interaction, especially in categories such as fashion, beauty and gifts.”
The general manager of Traffic Insights Iberia at Sensormatic Solutions, Ezequiel Durán, has indicated that given the “economic uncertainty” that affects both buyers and companies, stores that give priority on precise and personalized omnichannel promotions “They will have a competitive advantage during the peak season, and data analysis will be the key factor in achieving this.”
