The countdown has begun. In around ten days, young and old will meet up, on the evening of the 24th or the morning of December 25th, at the foot of the tree to discover and unwrap their gifts. Until then, the French are rushing to stores and online stores to please friends and loved ones. But in a context where inflation, despite its drop in December year-on-year, continues to weigh on their portfolio, some people are restricting their purchases. They limit the total amount of their baskets, or change the specifics of the gifts they will offer.
A behavior which is already visible in the forecast budgets: according to the Bonial barometer, the French have planned to spend 426 euros on average for this Christmas 2023 (gifts, decoration and food included), compared to 446 euros last year. “Christmas is a special holiday, it’s a time that we try to preserve as much as possible for children, especially since gifts are the biggest expense,” explains the Business Insights director at Circana, and consumer products specialist, Emily Mayer. Basically, a question arises in this month of December: what state of mind are the French in at a time when a festive atmosphere invades our environments?
For several weeks, the polling institutes have had a field day. First lesson: purchasing power continues to be the main concern identified in public opinion. As shown by the Ifop survey for the Dons solidaires association, published at the end of November. While 57% of French people fear not making it through the month, and another half fear falling into poverty, this apprehension is felt during Christmas shopping. This period being a moment of rejoicing for more than two thirds of French people, another third are fearful. 37% of respondents fear having to simply give up buying gifts, a figure that has increased significantly since 2021. Another OpinionWay study carried out for the resale site BackMarket also shows that 68% feel guilty for every euro spent.
Also read: A “teleworking kit” for children: the controversial gift this Christmas 2023
To remedy this, half of French people intend to give smaller gifts than in previous years. Or different. A survey conducted by Geev, carried out in mid-November, shows that 60% of respondents intend to resort to the donation of objects between individuals, a figure highlighting the French interest in second hand goods. “They can also use private label brands, or less physical and more event-oriented gifts, such as massages or cooking classes…” says Emily Mayer.
Among the most cited resold gifts, in the previously cited OpinionWay study, we find games and toys at 75%, decoration and objects related to cooking at 51%, and clothing and fashion accessories at 48%. . “The approach of giving to someone close to home is even more virtuous for the planet while allowing you to save on your gift budget in a difficult economic context,” indicates Hakim Baka, co-founder of Geev. “The French are no longer inclined to pay high prices, preferring to find good deals,” adds the Ipsos institute.
But between “respecting the budget or responsible purchases that are more respectful of the environment, the choice is difficult”. The French have decided. “In 2023, 77% of them decide to prioritize their budget.” This is good: 47% make no distinction between a new gift and a second-hand gift. Although they do not have this requirement for novelty, the French must nevertheless be careful about the gifts they give based on the interests of the person in question. According to an Ifop survey for Hostinger and Flash Data, 46% of French people have already felt tired when receiving a gift related to their passions. A real headache a few days before New Year’s Eve.
