The Portuguese intend to spend an average of 372 euros on Christmas shopping, 1,4% less than the previous year, according to a study by the Portuguese Institute of Administration and Marketing (IPAM).
The most significant reduction was 48,26% between 2009 and 2013.
The IPAM study, which is in its 10th edition, is carried out in the first two weeks of December, in order to follow the traditional period of greatest volume of purchases by the Portuguese.
This year, the Portuguese maintain a slight decrease in the average amount to spend, a trend already seen in the previous year (with 377,40 euros), however they have been introducing changes in the place of purchase and the date for its realization.
Although the number of respondents opting for shopping centers (33%) is higher than the number opting for shopping in shopping centers and high street stores (29,6%), a growing percentage of 15% of respondents opts exclusively for the 4,6% and exclusively for online shopping.
Regarding the time to carry out Christmas shopping, the study found that 73% of respondents indicate making their purchases during the month of December. In advance purchases, the price criterion is the most relevant, whether it is “Find better prices” (27%), “Take advantage of Black Friday deals” (25%) or “Take advantage of occasional deals” (22%).
In terms of the use of the Christmas subsidy, the study points out that 33% of the respondents do not receive the subsidy at this time, which may have consequences on their behavior when shopping for Christmas. Of those who receive it, about 31% of respondents revealed that they will spend 26% to 50% of their 14th month, and 26% of people say they spend between 11% and 25%.
With regard to the priority recipients of Christmas offers, families direct the offers to their household (in 54% of respondents). Spouses are another priority target for 77% of cases and 60% buy for parents, siblings and other family members. Only 37% of respondents mentioned their intention to buy gifts for friends.
Clothing and shoes are privileged in the offers for different age groups, although with more representation in some categories and complemented with other offers. In the offer for children up to 12 years old, the most purchased gifts are toys (35%), followed by clothes and shoes (21%) and books (12%).
As for teenagers (between 12 and 18 years old), the choices fall on clothes/shoes (28,5%), accessories (10,3%) and electronic games.
For adults, the most chosen option for Christmas gifts is clothes/shoes (24,1%), followed by accessories (14,2%) and perfumes and cosmetics (12,5%).
Cod, typical sweets and bolo rei at the top of the purchase of food products
As a complement to the study to characterize the behavior of consumers towards Christmas shopping in 2018, IPAM sought to understand the behavior of purchasing food products, in particular cod, traditionally the most consumed product at this time of year.
A smaller percentage of respondents indicated that they will buy food products, 58%, compared to 94% who will buy Christmas presents. In the center of Christmas food shopping, cod, 64%, followed by typical sweets, 59%, and bolo rei, 57%, stand out.
With regard to the purchase of cod, respondents indicate €90 as the average amount to spend, which is very close to that presented in 2017. Regarding the type of product to be purchased, it appears that the choices of consumers fall into purchasing of whole dried cod (67%).
As for the moment of purchase, it appears that 47% of respondents purchase cod during the month of December, of which 34% buy on promotion. The choice of the place to buy cod recurs in supermarkets (65%), as the first choice of consumers, followed by traditional trade (32%).
Study Technical File
The study was carried out by IPAM in the first two weeks of December, under the coordination of Professor Mafalda Ferreira, PhD in Social Psychology from the University of Cádiz.
Conducted since 2009, the study analyzes the habits and behavior of consumers in relation to Christmas shopping, following the same methodology.
The sample consisted of 475 individuals, who answered questionnaires directly (15%) or online (85%).
About IPAM
Founded in 1984, IPAM is the oldest and largest Marketing school in Portugal and one of the oldest in the world.
With Campus in Porto and Lisbon, IPAM has graduated over 10.000 students in the last three decades of activity and has numerous partnerships with reputable national and international schools such as Pace University in New York.
IPAM is part of the Laureate International Universities network which, in Portugal, also holds the European University and IADE - European University. The three Portuguese institutions are certified internationally by B Corp, for contributing in their activity to a more balanced, diverse, participatory and evolved society.
With about one million students, present in more than 20 countries and with more than 55 higher education institutions, Laureate International Universities is a world leader in the offer of higher education institutions and its mission is to positively and lastingly influence life of its students, faculty and staff, based on the principle “When our students shine, countries prosper and societies evolve”.
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