Tugba Sabanoglu
Research lead covering Non-food CG & Retail
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.
Generative AI (or GenAI) has been ubiquitous as of late, to the point that consumers in Europe were asked about its applications in conjunction with holiday shopping. According to a survey conducted in October 2024, most consumers in the UK (as well as other countries) had not used AI as a tool during their Black Friday, Cyber Monday, or Singles' Day shopping journey yet, but a substantial percentage of respondents was interested in giving it a try that year.
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 2024, surpassing other major European economies like Germany and France. Back in 2023, many consumers worried about their ability to afford Christmas as a result of the increasing costs of living, an issue that is likely to continue to affect and plague Europeans in 2024. According to a survey conducted in 2023, at least two-thirds of consumers in Italy, Germany, France, Spain, and the UK were planning to make cuts to their holiday season spending on non-food items.November sales
Every year, there is increased retail activity from November on, thanks to several sales events, such as Black Friday, Cyber Monday, as well as Singles' Day, which is just beginning to gain some traction in Europe. Roughly a third of consumers in the UK said that they would definitely shop during November sales events in 2024, with a further 35 percent saying they probably would. These percentages were even higher in Spain and Poland. 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.Generative AI (or GenAI) has been ubiquitous as of late, to the point that consumers in Europe were asked about its applications in conjunction with holiday shopping. According to a survey conducted in October 2024, most consumers in the UK (as well as other countries) had not used AI as a tool during their Black Friday, Cyber Monday, or Singles' Day shopping journey yet, but a substantial percentage of respondents was interested in giving it a try that year.
