Spaniards’ Christmas spending since Black Friday will be close to 1,000 euros
Spaniards will spend an average of 969 euros, 1.6% less compared to the 985 euros of last year, in the ‘golden quarter’, a period from November to January and which coincides with the Black Fridaythe Christmas campaign and the January sales, according to data from the report ‘Consumption in the ‘golden quarter’ 2025′, prepared by KPMG and Appinio.
Specifically, 64% of national consumers plan to spend more than last yearespecially buyers between the ages of 35 and 44, who are the ones who are going to invest the most with an average of 1,132 euros, followed by those over 65 years old, who plan to spend 1,058 euros on these dates.
While The ‘boomers’ (55 to 64 years old) reduce their forecast, which goes from 1,048 euros in 2024 to 844 euros this year, Young people boost their spending, since young people between 25 and 34 years old plan to increase their spending in this period to 938 euros compared to 828 euros last year.
So, inflation takes center stage again In this period, although rates have slowed, prices continue to rise with categories such as food registering a 31% increase compared to 2021, so the report shows that households are making adjustments to almost all of their expenses, both essential and discretionary.
In this way, the report reveals that spending will be conditioned by inflation, which has an impact on consumers, since 57% of those surveyed believe that prices will be higherbut also because of the desire to enjoy this time of year, the savings effect, the variation in income and the uncertainty of the environment.
Questioned about the reasons for spending less in this period, 55% recognize that it will be due to the increase in the cost of daily purchases and other expenses (47%), as well as the increase in living expenses (22%).
A context where the majority of homes, 80% assure that they are maintaining or increasing their purchasing poweralthough 42% assure that housing is having a very high impact on their budget.
Concern about excessive prices
In this way, 87% of those surveyed warn that their main concern is excessive prices, so they will look for offers more intensely (53.4%), 33.7% say they will switch to cheaper brands and almost 30% will reduce their spending on restaurants.
Regarding the categories where consumers are going to spend the most, fashion, with 71.3%, will be the one with the greatest purchase intention on the part of Spaniards, followed by food and beverages (59.8%) while restaurants and bars fall to 57%, while personal care and beauty (41.5%) and books grow.
Spending increases on Black Friday
In this way, the survey confirms that the Black Friday remains the main date for consumers to make their purchases, taking advantage of brand discounts, since 67% prefer it as the date to make their purchasesand where an average expenditure of 379 euros is expected, 12% more than last year, followed by the days before Christmas, which with 53% remains one of the great shopping moments, while the January sales (50%), where consumer interest drops.
On the other hand, Other newer discount days are maintained such as Singles’ Day (12%)which is still not a great shopping time in Spain, or the Cyber Monday (29%). In this way, 80% of consumers recognize that they will anticipate purchasing their gifts during the Black Friday.
AI enters the scene
Among the new features of the report, it stands out that 29% will use AI, especially by the youngest – 40% in Generation Z and Millennials – who will use these assistants to compare prices and offers (57.7%), learn about products (51.6), recommendation of gifts (38%) or recipes and trips for the main meals of these days and organizing tripsamong others. Thus, 45% of consumers trust AI recommendations, especially younger ones.
Social networks will also influence consumers’ purchasing decisions by 30%, mainly through opinions from other users, demonstration videos and recommendations from ‘influencers’. Nevertheless, 41% have felt disappointed in a purchase of this type, although they appreciate that influencers’ content is labeled as advertising.
The intention is to give more gifts, since 64% will make five or more gifts although 70% assure that they will make a ‘self-gift’ and treat themselves, while 40% will give gifts to their pets, with the Three Wise Men being the favorite event to give as gifts.
More than half of Spaniards will travel through Spain
On the other hand, the study shows that 54% of consumers plan to take leisure tripsmainly of short duration and with national destinations, while 35.6% say that they plan three or more group meals/dinners in this part of the year.
Although 84% assure that they will eat their main family meal at home, but it is perceived that less cooking will be done, as recognized by 22%, who will opt for the purchase of prepared dishes and ready-made food to be consumed as a family at home.
On the other hand, when it comes to paying for these Christmas purchases, and70% assure that they will do it with their credit or debit card, followed by cash (43.5%), while 20% plan to resort to financing.
