When Christmas arrives ... So how do we live it? Wanting to divide the Italians by tribe, here are the Enthusiasts (42%), the Pragmatists (23%), the Aggregators (19%) and the Masters of the Holidays (8%). There are those who love the whole holiday season, more than 6 out of 10 (65%), with a particular momentum (Belgium and the Netherlands, on the other hand, register the least momentum (both 52%)). It can be read in the report "Festive Feels: how identity influences the way we celebrate the holidays" developed by Klarna who conducted a survey on 18,000 consumers in 18 countries, analyzing how the holiday season is dealt with in different parts of the world.
Consumer identikit: the 5 party personalities
The experts, in collaboration with the psychologist Kate Nightingale, examined the results of the research, identifying specific attitudes towards parties and gifts. It emerged that the profiles of consumers, including Italians, can be grouped into five distinct personalities:
● Enthusiasts and Masters of the Holidays are those who love Christmas the most: they go crazy for Christmas shopping (almost double the average, which stands at 48%). Over 9 out of 10 (91% and 92% respectively) are looking for interesting gifts, possibly at a good price (84% and 92% respectively). Enthusiasts, however, are slightly more likely to celebrate with their families, while the Masters love to celebrate them with everyone.
● Aggregators are family-focused, they don't seem to love shopping much (27%), but when they get into it they are determined to find meaningful gifts (47%).
● Pragmatists do things right: when shopping, 1 in 2 (50%) look for the best deals and almost 2 in 5 (39%) prefer environmentally friendly gifts.
● Indifferent people don't follow trends too much (and don't even buy many gifts), but when they do they are very spontaneous: more than half (54%) buy a gift when they see something they might like, more than double the global average (21 %).
Christmas in Italy
Research reveals that over half of Italians (66%)
love Christmas traditions
, so much so that less than 1 in 10 (just 8%) can be counted among the "Indifferent", immune to the charm of the Holidays who, on the contrary, try to keep away from those who live them with enthusiasm. Finding the perfect gift (40%), possible crowds (37%) and lunches or dinners to cook (30%), however, are a
source of stress
for nearly a quarter of the population (22%). Italy is among the countries most faithful to
Christmas
traditions and
shopping
(in second place, after Poland): for more than 8 out of 10 Italians (82%), decorating the home gives timeless emotions. Style, however, wants its part, so much so that
only 31% of Italians
gives up and wears the classic (but unlikely) Christmas sweaters, Bridget Jones style.
When it comes to gifts, Italians reveal a green and sincere profile: they are in fact the most attentive to making
sustainable gifts
and, when faced with a gift, as many as 7 out of 10 declare that they give an honest opinion on what has just been discarded. In view of Christmas, 17% of Italians plan their expenses with ad hoc worksheets, while 24% organize their wishes by creating
dedicated wishlists
. An impeccable organization, which however does not apply to celebrations and celebrations, which generally tend to lose count.
Fun research highlights:
Zodiac signs, sexual identity and birth order are among the factors that most influence purchasing behavior:
● The LGBTQIA + community is the most eco-conscious: among those who are part of it, almost 1 in 2 (48%) choose ecological gifts (more than the global average, at 43%).
● Middle children want stylish, designer gifts (8%).
● Those born under the sign of Pisces are most fond of shopping for Christmas gifts (50%) and more than 3 in 5 (61%) want to find truly meaningful gifts.
● Men are almost twice as attentive to brands as women, both in giving gifts (10% vs 6%) and in receiving them (9% vs 5%).
● Millennials have been foresight: 4 out of 10 (25%) start shopping for gifts as early as September-October, plus they tend to worry about their finances (37%).
Along with Gen X, they are the most likely to recycle an unwanted gift by giving it to someone else (16%).
● Americans are the most enthusiastic (51%) to wear Christmas sweaters, while Germans are only the people who love them least (29%).
● Older siblings are nearly twice as likely to hear Mariah Carey's "All I Want for Christmas is You" year round (13%) than younger siblings (8%).
● The majority of people (58%) still think that Santa must be male, even in the LGBTQIA + community (53%).
● 1 in 10 consumers would secretly return an unwanted gift to the place of purchase and nearly the same number (8%) would hide it in the closet.
