This year, Romanians will spend Christmas at home (56%) or visiting their loved ones (39%). A third of the budget will go to food and drinks, 28% to gifts and 11% to decorations and festive atmosphere. According to a study presented on Tuesday by Reveal Marketing Research, 4 out of 10 Romanians bought Christmas gifts in advance or ordered online to take advantage of discounts and avoid crowds in stores.

Romanians’ sense of excitement before the holidays dropped from 17% in 2022 to 6% in 2023

According to Reveal Marketing Research, Romanians have a more positive attitude towards the holidays this year (73%) compared to last year (64%). The most frequently mentioned emotions that evoke the holidays are happiness/joy (26%), well-being (16%) and a sense of contentment (12%).

We remain in the field of positive emotions, but we see a decrease in the feeling of enthusiasm before the holidays from 17% in 2022 to only 6% this year, the fact that last year Romanians enjoyed the first Christmas without restrictions, is the main explanation.

On the other hand, 22% of Romanians still have negative thoughts this year, with indifference (7%) and sadness or stress (7%) being the most frequently mentioned.

Most Romanians will spend Christmas at home (56%) or away (39%)

The majority of Romanians will also spend their winter holidays at home this year (56%), the percentage reaching 72% in the case of people over 55 and 73% in the case of people with a low income, less than 2000 RON.

In addition, 39% of Romanians intend to visit their loved ones (family, friends) during the winter holidays, significantly more people aged 45-55 (46%). We see that young people aged 18-24 prefer visiting outside their place of residence to a greater extent (18% versus 13% of the total sample),

Romanians are more frugal when it comes to vacation expenses

According to Reveal Marketing Research, the budget allocated to the Christmas holidays will be similar (50%) or less (38%) compared to last year. Only 12% indicate a larger budget, and significantly more among 44-55-year-olds (25%).

Marius Luican, CEO of Reveal Marketing Research

“Given last year’s increase in the prices of products and services, 88% of Romanians who say they will spend the Christmas holidays on a similar or lower budget than in 2022 will have to make adjustments to their shopping basket, as such a budget will not allow them buy the same products or maintain the same level of gifts and spending as last year.”

If you look at the organization of expenses, then in percentage terms, 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 spending, with 11% of this year’s budget allocated to a contingency fund.

Compared to the 2022 winter holidays, more than half of Romanians (64%) say they will cut back on decorations and festive atmosphere, while 46% intend to budget less for gifts and 38% will cut back on food and drink purchases.

The average amount Romanians say they will spend this year on food and drinks (RON 546), gifts (RON 492) and jewelry (RON 149) is 1,188 RON, down 12% compared to 2022 (RON 1,350) .

What gifts do Romanians want for Christmas?

Exchanging gifts is an important tradition in celebrating Christmas, and the majority of Romanians (35%) are not picky, saying that it does not matter what gifts they receive.

Clothes are the most desired gift this Christmas as well (30%), especially among young people aged 18-34 (37%). Clothing items are followed by jewelry, watches (18%) and personal care products (18%), categories that are more preferred by women. For example, 22% of women want personal hygiene products vs. 14% for men.

Gifts related to certain interests/hobbies are preferred by 15%, mostly men (21% against 10% of women) and aged 45-55 (29%), and gadgets – by 14% of respondents. .

Romanians still prefer to buy Christmas presents in brick-and-mortar stores (43%), to the detriment of online stores (26%). We also found that this year, 20% of respondents bought gifts in advance to take advantage of discounts and avoid the crowds.