Study: Romanians will spend 12% less than last year on food, gifts and decorations

* The annual study carried out by Reveal Marketing Research around the holidays aims to obtain a detailed picture of how Romanians' plans for the winter holidays evolve from year to year.   This year, Romanians will spend Christmas at home (56%) or visiting loved ones (39%) 32% of the budget allocated to the winter holidays will be spent on food and drinks, 28% on gifts and 11% on decorations and festive atmosphere 4 out of 10 Romanians bought Christmas presents in advance or placed online orders to take advantage of discounts and avoid crowds in stores    The feeling of excitement felt by Romanians near the holidays drops from 17% in 2022 to 6% in 2023   According to the results of the Reveal Marketing Research study, this year Romanians have more positive feelings in anticipation of the holidays ( 73% ), compared to last year (64%). The most frequently mentioned emotions that the holidays evoke are those of happiness/joy ( 26% ), well-being ( 16% ) and the feeling of contentment ( 12% ).   We remain in the sphere of positive emotions, but we observe a decrease in the feeling of enthusiasm near the holidays from 17% in 2022, to only 6% this year, the fact that last year Romanians enjoyed the first Christmas without restrictions representing the main explanation.   On the other hand, negative thoughts do not leave 22% of Romanians this year either, with indifference (7%) and sadness or stress (7%) being the most frequently mentioned.   Most Romanians will spend Christmas at home (56%) or visiting (39%)   The majority of Romanians will spend the winter holidays at home this year as well ( 56% ), the percentage reaching 72% for people over 55 and 73% for people with a low income, under 2000 RON.   Moreover, 39% of Romanians intend to visit their loved ones (family, friends) during the winter holidays, to a significantly greater extent those aged between 45-55 (46%). We can see that visits outside the place of residence are preferred to a greater extent by young people aged 18-24 (18% vs. 13% total sample),   Romanians are more frugal when it comes to managing holiday expenses   According to the results of the Reveal Marketing Research study, the budget allocated for the Christmas holidays will be similar ( 50% ) or lower ( 38% ) compared to last year. Only a percentage of 12% mentions a bigger budget, to a significantly higher extent those between the ages of 44-55 ( 25% ).   Marius Luican, CEO of Reveal Marketing Research:"Considering the price increases of products and services in the last year, the 88% of Romanians who declare that for the Christmas holidays they will allocate a budget similar to or smaller than that of 2022, will have to make adjustments to the shopping basket, as a such a budget would not allow them to purchase the same products or maintain the same level of gifts and spending as last year."   Taking a look at the organization of expenses, percentage wise, 32% of the holiday budget will go to food and drinks, 28% to gifts and 11% to decorations and festive atmosphere.   Romanians are more frugal when it comes to managing holiday expenses , 11% of the budget for this year being allocated to an unexpected expenses fund. Compared to the winter holidays in 2022, more than half of Romanians (64%) say they will reduce spending on decorations and festive atmosphere, while 46% intend to allocate a smaller budget to gifts, and 38% will reduce the amount spent on food and purchased drinks. The average amount that Romanians declare that they will spend this year on food and drinks (RON 546), gifts (RON 492) and decorations (RON 149) is RON 1188 , which is down 12% compared to 2022 (RON 1350 ).   What gifts do Romanians want for Christmas?   The exchange of gifts is a significant tradition in the celebration of Christmas, and most Romanians ( 35%) are not pretentious, declaring that it does not matter what gifts they receive.   Clothes are the most desired gifts this Christmas as well ( 30% ), especially by young people between 18-34 years old (37%). Clothing items are followed by jewelry, watches ( 18% ) and personal care products ( 18% ), categories more preferred by women. For example, 22% of women want personal care products vs. 14% for men.   Gifts related to specific passions/hobbies are preferred by 15% , to a greater extent by men (21% vs. 10% women) and by those aged between 45-55 (29%), and gadgets ures of 14% of the respondents.   Romanians still prefer to buy Christmas gifts from physical stores ( 43% ), to the detriment of online ones ( 26% ). We also find that this year, 20% of respondents bought their gifts in advance to take advantage of discounts and avoid the crowds. *** About Reveal Marketing Research Reveal Marketing Research is a full-service market research company, specialized 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 foundation of sound decision-making and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and Europe for 14 years.   Reveal Market Resources, study no. 144: Reveal Market Resources is a data hub that includes free studies given to the public, with the aim of supporting the marketing and communication market in Romania.   Methodology : The Reveal Marketing Research study was conducted online between 11-16.12.2022 on a representative sample for the universe of people aged 18+, from urban and rural areas, Internet users. The sample size was 1015 respondents and the maximum sampling error is +/-3.1% at a 95% confidence level.