CFA Romania: 80% of Gen Z youth make more purchases during winter holidays

Around 80% of Romanian Gen Z youth (born between 1996 and 2015) make more purchases during the winter holidays, with nearly two-thirds (64%) influenced by personalised offers, according to the Financial Seasons Barometer, conducted by the CFA Romania Association with the support of UniCredit Bank.The study, published on Friday, shows that across the general population, 63% of Romanians buy more than usual at Christmas and New Year, but most adopt a cautious approach to limited-time offers, with 46% comparing prices or seeking alternatives and 36% adding products to their basket to decide later.Among Gen Z respondents, 64% report being influenced by personalised offers at least sometimes, a tendency that decreases among older generations: 57% of Millennials and 49% of Gen X. Only 8% claim to buy immediately for fear of missing out, a behaviour more common among Gen Z, while 9% completely ignore promotions.Almost two-thirds (64%) of 18-28-year-olds have identified and avoided false offers, while only 4% are unsure whether they have encountered fraud. Among Gen X, uncertainty is higher, with 15% unsure if they have faced fraudulent offers. Despite generational vigilance, around 8% of Romanians admit to having fallen victim to false offers or online fraud.Based on the Barometer findings, CFA Romania launches the "Abracashdabra" holiday guide, a set of practical recommendations by Chartered Financial Analyst specialists to support clearer and more balanced management of festive purchases."Financial education gives Romanians the tools to manage resources more effectively and secure financial independence. Messages on responsible consumption and financial literacy are considered useful: over half of respondents read and try to apply them, including 60% of Gen Z youth. A quarter of Romanians want to learn to recognise genuine discounts, and a similar proportion aims to avoid impulsive buying. Meanwhile, 44% of Gen Z want to learn how to save for gifts, over 20 percentage points above the general population average. Regarding saving, 66% see it as a form of responsibility, 24% as planning for the future, and only 8% associate it with restriction or sacrifice," the study notes.The Financial Seasons Barometer was conducted between 3-6 November 2025, using Computer Assisted Web Interviewing, on a sample of 1,130 respondents from Generations Z, Millennials and X, predominantly from urban areas.CFA Romania is the professional organisation of investment specialists in Romania holding the Chartered Financial Analyst (CFA) designation, administered by CFA Institute (USA). It currently has over 250 CFA members and around 140 candidates at various examination levels. (Photo:https://www.facebook.com/)