Clothing, cosmetics, toys, food and sweets, as well as gift vouchers and cash gifts will be the most common gifts given in Switzerland for Christmas 2021.
Swiss consumers want to spend more on gifts this year than in any year since we began our annual representative Christmas survey in 2009.At CHF 334 on average, it is 2% more than in 2020. A noteworthy point is that men would like to spend CHF 42 less than last year, while women have budgeted CHF 56 more than last year.
Coronavirus pandemic dampens Christmas spirit
The coronavirus pandemic and the associated supply bottlenecks are having an impact on Swiss consumers’ mood and Christmas errands: 58% of respondents say that their anticipation of Christmas and the pre-Christmas shopping experience is being dampened by the pandemic. The potential supply bottlenecks for many products have prompted 36% of the Swiss to do their Christmas shopping earlier than in other years. In addition, 80% of respondents expect rising prices.
Online retail booms while specialty stores are hard hit
For as many as 6 of the top 10 Christmas gifts, online shopping is already the most frequent purchasing option.
The main selling point of online retail is its simple accessibility: at any time and from anywhere. Buying gifts at the click of a mouse is the first choice for 26% of respondents - a year ago, this figure was only 10%.
For tickets to events and smartphones/tablets, online shopping is preferred by one in two consumers, at minimum. However, specialty stores are still the most popular option this year for jewelry, home furnishings and books. On the other hand, food and confectionery, is most frequently purchased in department stores.
Sustainability increasingly relevant at Christmas
Three out of four consumers say that sustainability plays at least a minor role for them in gift-giving and celebrating Christmas this year, and for just under one in four respondents it even plays a major role.
In particular, nearly one in three consumers wants to buy regional foods in this context. For 29% of consumers, sustainability relates to reducing or dispensing with packaging. A good one in five respondents said they wanted to make their own gifts instead of buying them, and almost as many wanted to do without a Christmas tree for sustainability reasons.
It is interesting to note that consumers surveyed planned an extra budget of CHF 45 on average for more sustainability.