The Christmas season is one of the most critical periods for the consumer economy, both because of its impact on household spending and because of the strategic importance for companies and brands. According to data from a report prepared by Eroski with data from Circana, this Christmas is projected as a period of significant growth, marked by changes in purchasing habits and a general increase in spending, especially in specific categories associated with these festivities.

The report reveals that consumers increase their spending on food in December between 25% and 30% compared to the monthly average, which translates into an additional outlay of €120 per household. This positions December as the most important month for annual consumption, especially in the Christmas categories, which concentrate 43% of total spending in this period. The combination of factors such as an increase in the frequency of visits to stores and greater investment in premium products are driving this trend.

Unequal Christmas spending in Spain

However, the regional analysis of the report shows notable differences in the growth of Christmas spending between autonomous communities. While in some regions promotions and campaigns They manage to attract greater spending, in others consumption remains more stable, possibly due to differences in purchasing power, the marketing strategies implemented or local traditions.

Extremadura, for example, leads growth with a notable 43% increase in Christmas spending, probably influenced by specific hypermarket campaigns and a greater response to discount promotions on key products such as Iberian charcuterie and Christmas sweets, which have a strong demand in the region. On the contrary, the Balearic Islands are positioned as the autonomous community with the lowest increase, only 17%, which could be linked to its demographic and economic structure, as well as the fact that many of its residents are more focused on tourism or in products associated with a less Christmas seasonality.

In regions such as Galicia and Castilla y León, the moderate growth can be explained by the preference towards local and fresh productssuch as fish, seafood or meat, which maintain their weight in the baskets but are not always associated with great discounts. These differences highlight how the success of campaigns depends on adequate regional segmentation and a deep understanding of the specific consumption habits and needs of each area.

Categories that dominate Christmas

One of the key findings of the report is the relevance of certain product categories during the season. And the Christmas categories not only represent 43% of total spending in December, but they are also the ones that experience the largest increases in store visits:

• Nougats, chocolates and Christmas sweetss: Your purchasing actions increase by 36%
• Charcuterie (Iberian): They grow by 19%, consolidating themselves as an accessible luxury option
• Cavas, wines and other drinks: They increase their purchases by 10%, reflecting the importance of the celebrations
• Fresh/frozen fish and seafood: They register an increase of 8%
• Meats such as lamb and beef: Its consumption increases by 6%

These categories are present in two out of every three Christmas shopping baskets, which demonstrates their central role in feeding Spaniards during the holidays. In addition, some products have their exclusive consumption peak in December, such as the sparkling ones (more than 70% of annual consumption), nougats and chocolates (50%), the toys (31%) and the pâtés (36%).

Evolution of purchasing behavior

The report also highlights how consumer behavior has changed in recent years. Between 2021 and 2023, a progressive delay was observed in Christmas shopping, which was carried out later in the calendar. In 2023 this trend began to reverse slightly, although without returning to the 2021 pattern. Currently, December concentrates 57% of Christmas purchaseswhile October and November accumulate 14% and 29%, respectively.

This concentration in December highlights the importance of this month for brands and businesses, which must adapt their strategies to maximize sales in such a limited period. Last minute promotions and the ability to generate a sense of urgency are key elements in this context.

Regarding purchasing channels, the hypermarket emerges as the undisputed leader during the Christmas season. According to the report, this format grew 4% in sales in December, stealing market share from proximity supermarkets. In addition, the average ticket in hypermarkets is 20% higher in December than the average for the rest of the year, which demonstrates its ability to attract consumers looking for a varied and competitive offer.

On the other hand, the online channelalthough increasingly consolidated in other periods of the year, does not stand out during the Christmas season for the purchase of food and beverages, remaining relatively stable. This suggests that consumers continue to prefer the in-person experience for purchasing Christmas products, especially those that are fresh or associated with family traditions.

Consumption expectations for 2024

The Eroski report is optimistic regarding consumer behavior in Christmas 2024. Confidence has grown steadily, which suggests a favorable spending environment. In addition, the mass consumption sector continues to expand, with an increase of 5.3% in value and 3.9% in volume in the accumulated year until October 2024.

However, a moderation is also observed in the impact of price as a growth driver, which only increased by 1.5%. This underlines the importance of differentiation and added value strategies for brands, especially in an environment where consumers increasingly seek a balance between quality and price.

In this context, Eroski points out that it is investing significantly in its Christmas campaign, for which the brand has allocated a budget of 22 million euros intended for promotions, discounts and communication. Some of the initiatives that will be carried out are, for example, the “Christmas Offers”, which consists of a selection of 100 key products with competitive prices. Or more than 2,000 products with a 70% discount on the second unit.

Eroski’s communication strategy for this time of year, as explained by the company in a statement, will combine honesty, humor and emotions, with the aim of differentiating itself in a highly competitive environment. The Christmas campaign is thus supported by multiple channels such as television, streaming platforms, social networks (with special emphasis on TikTok and Meta) and digital outdoor advertising.

Opportunities and challenges for brands

The report highlights several opportunities for brands during the holiday season, identifying key areas that can drive growth and customer loyalty. On the one hand, premium categoriessuch as nougat, chocolates, Iberian charcuterie and fresh or frozen fish and seafood, are positioned as drivers of consumption. These categories, which already increase their presence in Christmas baskets by up to 36% (in the case of Christmas sweets), are ideal for upselling strategiesespecially if they are offered in attractive promotions.

Likewise, the local products which maintain a constant interest in all the autonomous communities according to the report, represent an opportunity to reinforce the perceived value and connect emotionally with the consumer. For example, in regions such as Galicia or Andalusia, where fresh products have an important cultural weight, local seafood and fish could be promoted with discounts or campaigns that highlight their origin and quality.

On the other hand, the main challenge lies in balancing price competitiveness with margin sustainabilityespecially in an environment where prices are no longer the main driver of growth, with a moderate increase of 1.5% in the average price per volume. This requires brands to optimize their resources, prioritizing strategic promotions. Such initiatives must align with consumer expectations, increasingly oriented towards attractive value for money without sacrificing the premium experience associated with the Christmas season.

Thus, this closure of 2024 represents an opportunity for commerce, with consumers willing to look for products that enrich their celebrations. Brands and businesses that know how to adapt to these trends, offering a combination of value, quality and memorable experiences, will be best positioned to capitalize on this critical period.

More info: Study on consumer habits at Christmas