Reveal Marketing Research study: 7 in 10 Romanians are attracted to the charm of limited-edition items launched at Christmas time
Reveal Market Resources, Study No. 176
The latest study conducted by Reveal Marketing Research examined the attitudes and preferences of Romanians regarding Christmas limited-edition products, assessing factors such as purchase frequency, holiday-specific flavors, the importance of themed packaging, and the impact of limited editions on brand image.
- The most popular Christmas-themed product categories are food (79%), beverages (56%), and cosmetics (39%).
- Festive emotions (45%) and holiday-specific flavors (29%) are the main reasons why special Christmas editions are so highly sought after.
- 6 out of 10 Romanians find brands that release limited-edition Christmas products more attractive.
7 out of 10 Romanians are attracted to the various limited-edition products launched for Christmas
According to the latest study by Reveal Marketing Research, 71% of Romanians are attracted to limited-edition products launched for Christmas.
Interest is higher among women (78% compared to 64% in men) and among people with children (74% compared to 66% in those without children).
Regarding the most popular Christmas-themed product categories, the top preferences are food (79%), beverages (56%), and cosmetics (39%).
Additionally, 52% of Romanians say they frequently or very frequently purchase themed products during the winter holidays.
The main reasons why special Christmas editions are so highly sought after are related to the emotions of Christmas (45%) and the specific seasonal flavors or flavors (29%). Among the most associated Christmas flavors are orange (49%) and cinnamon (35%).
The visual appeal also plays a significant role in purchase decisions during the holiday season, with 81% of Romanians considering festive packaging important or very important. Interest is even higher among individuals with high incomes over 6,000 RON (88%).
“These data reflect the symbolic power of the holidays in shaping consumer behavior. Christmas limited editions are not perceived merely as products, but as emotional experiences that create a connection with the festive atmosphere. This phenomenon highlights the need for belonging and ritualization in consumption,” says Marius Luican, CEO of Reveal Marketing Research.
61% of Romanians find brands that release limited-edition Christmas products more attractive
64% of Romanians claim to have purchased at least one product simply because it was part of a limited-edition Christmas release, even if they wouldn’t normally consume it.
This trend is more pronounced among the younger generation, aged 18-44 (74%), who seek to recreate the festive atmosphere in their own consumption experiences.
61% find brands that release limited-edition Christmas products more attractive, especially women (66% compared to 55% of men) and individuals with incomes over 6,000 RON (71%).
Additionally, 53% of Romanians believe that the use of Christmas-themed products enhances a brand’s image, while 40% say they remain loyal to certain brands that release themed products every year during the holiday season.
Regarding trust in product quality, 1 out of 2 Romanians believe that themed limited-edition products maintain the same quality standards as the core products of the brands.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.
Reveal Market Resources, study no. 176: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.
Methodology: The Reveal Marketing Research study was conducted online during 09.10-13.10.2024, on a representative sample of individuals aged 18 and above, internet users, from urban and rural areas. The sample size was 1003 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.