Black Friday as the start of the holiday season
In recent years, Black Friday has gained increasing importance in the Italian Christmas shopping scene. According to the recent survey conducted by EY, 44% of Italian consumers plan to start their purchases as early as November, taking advantage of the promotions offered during this event. This figure highlights a significant change in spending habits, with an increasing number of Italians anticipating their purchases to take advantage of advantageous offers
.
Economic concerns and buying strategies
Despite their enthusiasm for the sales season, 31% of consumers express concerns about their spending options. However, 48% of those interviewed have already set aside their savings to deal with Christmas shopping. This behavior suggests careful planning and a buying strategy that takes into account current economic uncertainties. Italians tend to combine online and in-store purchases, using digital channels to search for products and promotions, while they prefer physical stores for the final purchase.
Spending preferences and product categories
The most coveted holiday product categories include apparel and accessories, technology, beauty, and personal care. 64% of respondents said they want to buy clothing items, while 55% are interested in technological products. In addition, more than half of the respondents expect to maintain the same level of spending as the previous year on food and drinks. This reflects a balanced approach to spending, where quality and sustainability play a crucial role in purchasing decisions
.
Towards a more sustainable consumption
An interesting aspect that emerged from the research is the growing attention to sustainability. 82% of respondents said they want to reduce food waste, while 52% intend to buy more sustainable brands. In addition, 44% of consumers want to move towards organic or sustainably sourced products. This change in mentality indicates a growing environmental awareness among Italian consumers, which is reflected in their purchasing choices during the holidays
.