Xin Ou
Research expert covering Greater China
Christmas season in Europe - statistics & facts
Whether celebrated on December 25 or 24, or whether it’s St. Nicholas or Father Christmas who bring the presents, Christmas is celebrated across most of Europe. Although it was originally a Christian holiday, it is celebrated by non-Christians as well, for whom it is more of a cultural event, with each country following their own traditions. European countries enjoy many things in common, however, such as visiting Christmas markets, exchanging gifts, and sharing a meal. A further similarity is the boost to the retail sector in the so called ‘golden quarter’ over the Christmas period.
Christmas spending in Europe
Within Europe, Christmas retail spending tends to be the highest in the United Kingdom, and according to various forecasts, UK holiday retail sales are expected to reach between 85 and 100 billion British pounds in 2025, surpassing other major European economies like Germany and France. Interestingly, French families are expected to have one of the highest budgets for Christmas gifts in Europe, while Spanish families are not far behind.
November sales
Every year, there is increased retail activity from November on, thanks to several sales events, such as Black Friday, Cyber Monday, and Singles' Day, which is just beginning to gain some traction in Europe. Half of consumers in the UK said that they would definitely shop during November sales events in 2025, with a further 33 percent saying they probably would. These percentages were even higher in Italy. Consumers in Europe were willing to spend a fair amount during the sales, with Black Friday budgets ranging from 260 to nearly 320 Euros per capita, depending on the country.
Popular gift choices and consumer preferences
Consumer preferences for Christmas gifts vary across countries. Clothing and fashion items are popular choices in multiple countries, including Italy, Spain, and the UK. In France and the UK, beauty products are set to be one of the most popular presents. Electronics also feature prominently on gift lists, particularly in Spain.
For those who find it difficult to choose presents, gift cards and vouchers can be a good option. They are also among the most popular choices in Germany. In addition, more and more consumers are using generative AI (GenAI) to get gift ideas.
