Despite global uncertainty, people are excited about the arrival of the first post-pandemic Christmas , although they will be dates where both celebrations and purchases will be marked by savings due to the inflationary context. Given this situation, Ipsos has carried out a study in 12 countries of almost 10,000 people, on its agile platform, Ipsos Digital , and on its social listening platform, Synthesio, to find out how they feel about Christmas, their spending plans and their wish list of what gifts they want to receive. The first conclusion that emerges from this study is that this Christmas will be a time of mixed feelings, where enthusiasm and stress are the most present emotions.
A Christmas marked by inflation
This high level of stress will directly affect what these first post-pandemic Christmases will be like, as, on average, half of citizens declare that the industry email list increase in costs will have a significant impact on their Christmas shopping , while 4 out of every 10 affirms the same for its celebrations. Percentages that are very similar to the perception of the Spanish population, given that 49% indicate that the price increase will significantly affect their purchases, and 45% say that it will also have an impact on their celebrations. On a global average, 29% say they will reduce their Christmas shopping budget.
What happens when the gift received does not convince us
Analyzing online conversations, we see how “joy” is the main emotion related to Christmas. People are excited to celebrate, visit BR Lists friends and family, shop and soak up the holiday spirit, and even help those less fortunate. And I’m not just saying this based on the data from our study, I have experienced it firsthand these days in both Madrid and Barcelona, when I found crowded streets and shops. “Brands and retailers have to face these dates as always, taking advantage of the consumption period but improving the purchasing experience.