Reveal Marketing Research Study: The holiday budget increases by 13% in 2024. This increase does not necessarily indicate higher consumption, but rather reflects the need to cover inflation

Reveal Market Resources, Study No. 179

The annual study conducted by Reveal Marketing Research around the holidays aims to provide a detailed perspective on the evolution of Romanians’ plans for the winter holidays and how they choose to spend their time and organize their budget during this festive period.

• 68% of Romanians greet the winter holidays with positive feelings, but the proportion of those facing negative thoughts increases by 7%, reaching 29%.
• Romanians will spend 13% more money on this year’s winter holidays. This increase does not necessarily reflect higher consumption, but rather accounts for inflation
• 33% of the holiday budget will be spent on food and drinks, 25% on gifts, and 10% on decorations and festive atmosphere.
• Personal care products (23%), clothing (20%), and home items (14%) are the most desired Christmas gifts this year.

68% of Romanians greet the winter holidays with positive feelings, but the proportion of those facing negative thoughts has increased by 7% this year, reaching 29%

According to the results of the Reveal Marketing Research study, Romanians have predominantly positive feelings as they anticipate the winter holidays (68%). The most commonly mentioned emotions triggered by the holidays are happiness/joy (18%), well-being (14%), and a sense of contentment (10%).

On the other hand, negative thoughts still linger for 29% of Romanians this year, with the percentage rising by 7% compared to last year (22%). The main negative feelings experienced as the holidays approach are indifference (8%), sadness or stress (6%), and melancholy (6%).

Once again, most Romanians will spend their winter holidays at home with the people they live with (53%) or visiting loved ones (40%). Of those who choose to visit, 32% will spend the holidays with family, and 8% with friends. Upon closer inspection, we can see that 85% of Romanians will spend their winter holidays in their place of residence.

Romanians will spend 13% more money on this year’s winter holidays. This increase does not necessarily reflect higher consumption, but rather accounts for inflation

According to the study conducted by Reveal Marketing Research, Romanians estimate that their budget for this year’s holidays will be similar (53%) or smaller (34%) compared to last year. Women stand out with a more cautious approach, with a higher proportion mentioning a smaller budget than last year (37% compared to 31% of men).

Only 12% of respondents mention a larger budget, with a significantly higher percentage among those aged 44-55 (25%).

Regarding the allocation of expenses, 33% of the holiday budget will go toward food and drinks, 25% for gifts, and 10% for decorations and festive atmosphere. Additionally, 13% of this year’s budget is allocated to an unexpected expenses fund.

Similar to last year’s holiday season, over half of Romanians (61%) say they will reduce spending on decorations and festive atmosphere, while 47% plan to allocate a smaller budget for gifts, and 36% will cut back on food and beverage expenses.

In the context of rising prices and the increased cost of living over the past year, the average amount Romanians estimate they will spend during the holidays has risen by 13% compared to last year, increasing from 1188 RON to 1340 RON.

“The 5.1% inflation recorded in November 2024 compared to the previous year explains both the increase in the budget allocated for the holidays and the heightened caution of Romanians in managing their expenses during this period. Nevertheless, despite financial concerns, the desire to celebrate traditionally and with loved ones remains deeply rooted.”,  says Marius Luican, CEO of Reveal Marketing Research.

The most desired Christmas gifts this year are personal care products (23%), clothing (20%), and home items (14%)

Gift-giving is an important Christmas tradition, and most Romanians (31%) are not very picky, stating that they don’t mind what gifts they receive. Personal care products are the most desired gifts (23%), especially among young people aged 18 to 34 (37%). Clothing (20%) and home gifts (14%) complete the list of preferences.

Romanians continue to prefer purchasing Christmas gifts from physical stores (50%), favoring them over online shopping (22%). Additionally, 22% of respondents bought their gifts in advance to take advantage of discounts and avoid the holiday rush.

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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. 179: 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 06-12.12.2024, on a representative sample of individuals aged 18 and above, internet users, from urban and rural areas. The sample size was 1017 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.