Products in the Christmas categories account for 43% of total spending in December, with sweets, deli meats and beverages being the most popular products
The average additional monthly outlay will be €120 per household during the month of December
Families with older children and senior citizens increase their spending the most, by 31% and 38% respectively
Extremadura leads the increase in spending with a 43% increase, followed by Castilla-La Mancha (+42%) and Castilla y León (+39%)
EROSKI backs up its commercial proposal with 22 million euros in offers to help families save at this time of year
EROSKI has released the results of its Christmas Consumer Habits Study, which reflect a notable increase in spending by Spanish households during the month of December. According to it, families will spend between 25% and 30% more on food than in the rest of the year, which means an additional outlay of 120 euros on average per household. This increase is explained by a higher frequency of visits to shops (11 visits compared to a monthly average of 10) and the increase in spending on seasonal products, especially Christmas categories.
Comparison by Autonomous Communities and family type
The study also highlights the differences in additional spending between autonomous communities. Extremadura leads the increase with a 43% rise, followed by Castilla-La Mancha (+42%) and Castilla y León (+39%).
In terms of household types, senior citizens and retirees represent the type of household that spends the most at Christmas, with a 38% increase in spending, as they tend to be the main hosts during the festive season.
Mature families with older children also see a significant increase of 31% in their Christmas shopping.
In general, all types of households increase their spending in December, with these two categories having the greatest impact on their budget.
Christmas categories: the stars of the shopping cart
Christmas categories account for 43% of the total December shopping, standing out as the most popular items in the shopping cart. The most popular products with the highest increase in purchases per shop per day in December include: Nougats, chocolates and traditional sweets, (x10); Charcuterie, such as Iberian cured meats (x3); Cavas, wines and other beverages (x3); Fresh or frozen fish and seafood (x2) and selected meats such as lamb and beef (x2).
‘These categories are not only essential for celebrations, but also drive the activity of key sectors such as food, charcuterie and beverages,’ says Beatriz Santos, commercial director of the EROSKI Group.
Furthermore, hypermarkets continue to consolidate their position as the preferred channel for Christmas shopping, with a 4% increase in sales and an average receipt 20% higher than the rest of the year. ‘Hypermarkets combine convenience, variety and attractive promotions that respond to the needs of our customers, especially at this time of year,’ Santos continues.
Investments and promotions for family savings
In response to the needs of its customers, EROSKI will invest 22 million euros in special promotions this Christmas. The ‘Los Ofertones de la Navidad’ campaign will include significant discounts on more than 100 popular products, such as fish, meat, preserves, dried fruits and nuts, cavas, wines and sweets. In addition, offers such as 70% off on the second item for 2,000 products, personalised coupons and surprise promotions will be launched.
Trends and prospects for Christmas 2024
The Bank of Spain reports that consumer confidence continues to rise, which promises a more buoyant Christmas period for consumption. In addition, there is a recent trend towards delayed Christmas shopping, with 57% of Christmas shopping concentrated in December, compared to 14% in October and 29% in November. This behaviour particularly affects categories such as nougats, chocolates and traditional sweets (more than 50% of annual spending in December), sparkling wines (28%) and toys (31%).
‘We want to support our customers during this special season, not only by offering a wide range of quality products, but also by making sure that they can plan and optimise their spending and savings without giving up the magic of Christmas,’ concludes Beatriz Santos.
With this strategy, EROSKI consolidates its role as a key ally for Spanish households, offering a complete shopping experience that combines quality, savings and proximity.
About the EROSKI group
EROSKI is the leading cooperative distribution group in Spain and one of the leaders in the north of the Spanish market – from Galicia to the Balearic Islands – with a market share of 12.8% in that area; it is the leader in the Basque Country, Navarre and Galicia and co-leader in the Balearic Islands. By the end of 2023, its retail network will total 1,533 shops, including supermarkets, hypermarkets, cash & carry and online supermarkets, as well as petrol stations, sports shops and other non-food businesses. It also has more than 6.4 million Customer Members and more than 27,400 cooperative members and workers, of which almost 9,000 are owner-members, to which must be added the group of workers in the more than 620 franchised shops.
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