Christmas 2024 in Spain presents significant changes in consumer habits, marked by three key trends that brands must take into account if they want to capture the public’s attention. According to the recent analysis of Think with Googleconsumers are more interested than ever in sustainability, savings through alternative white label products and convenience in the purchasing process.
Sustainability: The rise of second-hand purchasing
One of the most notable trends is the growing interest in sustainability. In recent years, there has been a change in consumer values as they seek to reduce their environmental impact, and this is especially visible during the Christmas season. At Christmas, a time traditionally marked by an increase in consumption, more and more people opt for second-hand or recycled products as a way to reduce their ecological footprint. Platforms like Wallapop, Vinted and Milanuncios have seen a steady growth in popularity, because they offer an affordable and sustainable alternative to Christmas shopping.
6 out of 10 consumers consider sustainability as a factor when choosing their purchases
In 2024, Spain has managed to position itself at the forefront in Europe in terms of sustainable consumption; 6 out of 10 consumers consider sustainability as a key factor when choosing your purchases. This is also reflected in the searches carried out by Spaniards. The rise of trends such as “slow beauty” wave “preloved fashion” has driven a 15% increase in queries related to sustainable products compared to the previous year, with interest in second-hand items being especially relevant.
This growing interest has placed two well-known buying and selling platforms among the top five most visited e-commerce pages in Spain. Such is the case of Milanuncioswhich reached a 6.1% participation, and Wallapopwith 5.4%. And, in this sense, vintage sports equipment and second-hand sports equipment have been the ones that have increased their search interest the most in the last year, with a growth of more than 40%.
Others sustainable consumption trends that have seen an increase in search interest in Spain over the last year include refillable formats or refills for beauty products, fair trade products, restaurants zero waste and bulk stores in the food sector, with an increase of 19% compared to the previous year. In the field of home and decoration, there is a growing interest in DIY products, driven by the DIY (do it yourself) trend.
Tips for brands and retailers
Think with Google has compiled the following tips for those brands and retailers that want to keep these consumer trends in mind next Christmas:
- Collaborate with content creators that reinforce the brand’s sustainable message. They can help you reach a wider audience organically, making your message more impactful.
- Offer promotions or discounts on sustainable products. Create personalized DIY kits with products or packaging, and launch exclusive offers such as discounts, special packages or limited-time promotions on sustainable products.
- Expand the catalog with second-hand or outlet productsor encourage customers to carry out these types of transactions, providing a secure platform for this
“Dupes” and white labels: Savings as a priority
The second trend identified by Google is the rise of dupesthat is to say, more affordable versions of viral or luxury products. During the holiday season, when spending typically increases, consumers look for ways to get quality products without having to pay a high price. The white marks They are positioned as an excellent option for these buyers, because they offer products that follow the trends set by big brands, but at a considerably lower cost.
Thus, the popularity of dupes has promoted a increase in searches that combine the name of a commercial brand with that of a private label retailer. This phenomenon intensifies especially during the Christmas season, when 30% of searches related to private labels are concentrated.
The popularity of dupes has grown especially among the youngest, driven largely by social networkswhere influencers highlight these products as viable alternatives to more expensive items. The impact of reviews and recommendations on platforms like Instagram, TikTok and YouTube It is huge and users increasingly trust the opinion of influential people when making these purchasing decisions.
Furthermore, private labels are not only popular in fashion or cosmetics, but have also established themselves in sectors such as technology and household appliances, where Consumers seek value without compromising too much on quality. Interest in searches related to “white labels” in Spain has grown by 15% year-on-year, according to Google, reaching a record level of increase.
Tips for brands and retailers
Think with Google has compiled the following tips for those brands and retailers that want to keep these consumer trends in mind next Christmas:
- Emphasize the quality and added value of products or services. Create impactful visual campaigns that highlight aspects such as high-quality ingredients, unique manufacturing processes or special certifications to stand out from the competition
- Offer exclusive and immersive experiences for consumers. Workshops, events or exclusive experiences, both online and offline, can increase the perceived value of the brand and foster customer loyalty
- Support in AI-powered campaigns to reinforce the brandusing smart offers and promotions that not only focus on price, but add value through gifts, samples or loyalty programs
Convenience: Speed and ease in shopping
The third key trend for Christmas 2024, according to internal Google data, is convenience. Consumers value the ease and speed of the purchasing processso brands that can offer a seamless and frictionless experience will be better positioned. One of the most important aspects for buyers is fast and free delivery. With the rise of e-commerce, consumers have become accustomed to receiving their orders in a short time, and any delay or additional cost can be a decisive factor in abandoning a purchase.
Offering a hassle-free return policy can be a big draw for consumers at Christmas
Additionally, clear and simple return policies also play an important role. Holiday shoppers, in particular, tend to be more cautious, because many of the products they purchase are gifts. Offer a hassle-free return policy It can be a great attraction for consumers looking to avoid possible inconveniences.
Brands that adopt these practices, combining speed of delivery, clarity of return policies and an intuitive shopping experience, will be more likely to build customer loyaltywho tend to return to stores that offer them a satisfactory experience.
Some data that stands out from Google in this sense are, for example, that 66% of buyers in Spain consider that the free delivery It is a crucial aspect when making online purchases. However, they also value other factors that make the process easier and save them time. Eight out of ten buyers believe that a return policy clarity is essential, and they highlight that having free returns is decisive when choosing where to buy. Additionally, 77% of consumers prefer stores that offer a faster delivery.
In terms of convenience, consumers also value aspects such as ease of navigation in online stores and the option to pick up in store to avoid waiting times. Additionally, price sensitivity makes offering various payment methods key in decision making. 68% of Spanish buyers opt for the option of “buy now, pay later”and 2 out of 3 are willing to change e-commerce if it allows them to access payments in installments.
Tips for brands and retailers
Think with Google has compiled the following tips for those brands and retailers that want to keep these consumer trends in mind next Christmas:
- Build trust in the purchasing process. Consumers who feel confident tend to make stronger purchasing decisions.
- Simplify the experience providing essential information about products, payment options, shipping and returns
- Take advantage of omnichannel. Although consumers do their research online, many prefer to visit physical stores if it reduces waiting times or shipping costs.
- Show product availability in store and promote online purchasing options with in-store pickup or contactless
- Motivate last minute shoppers. Campaigns designed to drive action can help promote stock and make purchasing and shipping easier for customers looking for quick solutions.
The role of technology
On the other hand, technology is also playing a crucial role in these trends. Artificial intelligence and machine learning are helping brands personalize the shopping experience, offering recommendations based on users’ individual preferences. Besides, the use of chatbots and virtual assistants is facilitating customer service, allowing buyers to resolve questions and obtain information in real time without having to wait for a human representative.
On the other hand, augmented reality and virtual reality are beginning to integrate into retail, allowing consumers to try products before they buy them, whether by visualizing how they would look in their home or trying on clothes virtually. These technology tools can be especially useful during the holiday season, when consumers are looking to optimize their time and make faster purchasing decisions.
The Christmas 2024 It will be marked by more conscious, practical and economical consumption. Sustainability, the rise of dupes and convenience are the three trends that will define consumer purchasing decisions, and brands that manage to adapt to these changes will have a competitive advantage. The key will be to offer products that not only align with buyers’ values, but also facilitate their purchasing process through technology and convenience.