For the fourth time this year, Yettel has surveyed Hungarians’ Christmas contact and shopping habits[1]. Based on the survey results, Hungarians still tend to celebrate with their extended family, relatives (49%) or immediate family (43%). When it is not possible to meet in person, two-thirds of respondents keep in touch with their loved ones via mobile phone, half communicate via text chat (up more than 10% compared to 2021) and one-third communicate via video call. Those who plan to celebrate with fewer people this year tend to do so for financial reasons.
Christmas gifts this year
Hungarians plan to buy gifts for an average of 6 people this Christmas, and the amount of money to be spent on surprises is HUF 71,000, which is similar to last year’s HUF 60,000, taking inflation into account. The proportion of those planning to cut costs at Christmas has decreased compared to last year. While 38% of all respondents planned to spend less on gifts or celebrations in 2022 compared to the previous year, this year the proportion is only 29%. Those who are spending less on gifts this year are typically doing so because of the general economic situation or their own financial challenges.
The majority of respondents plan to give gifts to their partner (66%), children (56%) or parents (53%). 41% also buy gifts for other relatives (up from 36% last year), and more people are giving presents to friends this year (22% instead of 18%). When buying, the most important criteria are that the surprise should be personal (71%), useful (59%) and affordable (39%). Interestingly, price was an important criterion for half of the respondents last year. When it comes to receiving a gift, functionality is the most important factor (57%), followed by the personal nature of the surprise (54%) and a shared experience (33%). In addition, one in two respondents would rather be surprised than receive a pre-arranged gift.
Toys still come first
And what should the gift be? Similarly to last year, toys (43%) and clothes (41%) are the most popular product categories, followed by electronics and accessories (36%), gift vouchers (25%), gifts for pleasure (19%) and handmade surprises (17%). 14% of respondents plan to give money as a gift. In the electronics category, headphones or earphones are the most popular choice (22%), followed by phone cases or screen protectors (14%) and smartphones (12%). Interestingly, interest in smart watches for children is growing compared to 2022 (7% vs. 11%), and smart home devices are also increasingly popular (6% vs. 10%).
Four in ten respondents have already given a mobile phone or money to buy one for Christmas. Mobile phones are most commonly given to children (44%) or partners (37%), and a quarter of respondents also surprise their parents with a mobile phone at Christmas.
Look out for special offers
Half of Hungarians start shopping for presents before December, one in three time their purchases for Advent, while one in ten wait for sales such as Black Friday or other promotions. In addition, more than half of respondents look for special offers and coupons when shopping, and the majority try to monitor and take advantage of in-app discounts. To make shopping easier this Christmas, Yettel is offering an in-app surprise to consumers who download its app and sign up for its newsletter.
More information: https://yettel.hu/karacsony
[1] The survey was conducted by interviewing 1000 people between 18 and 25 October 2023. The sample is representative of the Hungarian population aged 18-69 by gender, age, region and type of settlement. (Impetus research)